Explore how I transformed a small update into a scalable, enterprise-ready website built for clarity, credibility, and conversion.
Role + Team
Project type
Deliverables
Visual design
From SMB to Enterprise
Formants website was originally a small-scale website, with a limited hero redesign as
its most recent update. As the company scaled its operations and began targeting enterprise-level clients, the website no longer reflected its ambition or professionalism.
The existing site felt outdated, fragmented, and lacked the trust signals and clarity that enterprise customers expect. I combined the work done on two versions of the site, the “Hero Image” refresh and the 2024 full-site design — into a unified case study to show how a simple refresh evolved into a full redesign to support growth.
Understanding the audeince
Enterprise prospects visiting the site had to jump between outdated pages, inconsistent visuals, and scattered messaging just to understand what the company offered. The lack of clarity made the brand feel small, unstable, and not enterprise-ready, forcing users to work harder than they should to piece together basic credibility.
The old webiste hero
Initial hero image
Business perspective
The goal was to reposition the company as an enterprise-ready partner by elevating the site’s clarity, credibility, and visual maturity. Instead of a simple facelift, the redesign needed to establish a stronger narrative, streamline how information is presented, and give decision-makers confidence in the brand within seconds.
The A team
Selling the vision to the CEO was one of the most critical steps in the early phase of the project. I spearheaded the design direction, aligning closely with the CEO and core team to ensure the redesign stayed true to our brand guidelines and supported our shift toward an enterprise audience.
Throughout the project, I collaborated with marketing, senior designers, and sales to consolidate ideas, provide feedback, and translate broad concepts into clear, actionable designs.
A major part of my role involved producing assets for our outsourced engineer, using AI to generate brand-aligned imagery and refining those assets for production. I also built an interactive prototype to visualize the end experience, enabling rapid iteration, faster decision-making, and more efficient feedback loops before moving into development.
Alongside senior designers, I helped finalize designs, test the live product, and ensure that everything launched accurately and consistently across the site.
Whitespace + Brand identity
The redesign clarified Formant’s value for enterprise clients with stronger messaging, improved visual hierarchy, and a scalable design system. It also aligned leadership, marketing, and design, creating a unified, trustworthy presence for technical decision-makers.
Interviews
Audits
Analyzed competitor websites targeting enterprise audiences, audited Formant’s existing site to define tone and structure goals.
Mapping
Alignment
Presented options to the CEO, marketing, and design teams; aligned on the “Opaque” direction for its clarity and enterprise feel.
Visual assets
Collaboration & Qa
Key takeaway
The redesign clarified Formant’s value for enterprise clients with stronger messaging, improved visual hierarchy, and a scalable design system. It also aligned leadership, marketing, and design, creating a unified, trustworthy presence for technical decision-makers.
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