B2B Company Website Redesign
I led the redesign and development of Ecuity Edge's public facing website, crafting a modern, responsive, and accessible experience aligned with enterprise brand standards for this B2B SaaS Microsoft Gold Partner.
I spearheaded the redesign and development of the public-facing website for Ecuity Edge, a B2B SaaS company and recognized Microsoft Gold Partner specializing in partner enablement solutions. Operating without a dedicated in house designer, I took the initiative to lead the entire creative and technical execution. My goal was to deliver a modern, highly responsive web experience that not only captured the company's enterprise brand standards but also optimized for critical factors like accessibility and performance.
This project involved a comprehensive overhaul of their online presence, moving beyond basic functionality to create a professional and scalable solution that accurately reflected Ecuity Edge's position as a leading technology partner.
A significant challenge was leading the design direction in the absence of a dedicated designer, requiring me to bridge the gap between technical implementation and visual aesthetics. This meant interpreting and applying existing enterprise brand standards across a new web interface while simultaneously innovating to create a modern and intuitive user experience.
Another key hurdle involved customizing a robust WordPress theme to meet highly specific design and functionality requirements, rather than building from scratch. This demanded a deep understanding of WordPress's architecture, theme development best practices, and efficient front-end customization to ensure scalability and maintainability without compromising performance. Optimizing the site for accessibility and overall performance on a content management system further added to the technical complexity.
I began with exploratory Figma concepts to define how each user type would interpret value differently.
My process for the Ecuity Edge website redesign began with extensive discovery and planning. I immersed myself in the existing brand guidelines and marketing objectives, then used Figma to conceptualize the new site structure, key page layouts, and user flows. This design phase was crucial for translating abstract requirements into a tangible visual blueprint, acting as the de facto designer for the project.
Moving into development, I chose WordPress as the platform due to its content management capabilities and client familiarity. The development involved extensive customization of a premium WordPress theme. I delved into theme files, writing custom CSS (likely within the theme's customizer or child theme's style.css and functions.php) to align with the new design. I focused heavily on ensuring the site was fully responsive across all devices and meticulously optimized for accessibility (e.g., proper ARIA attributes, keyboard navigation, color contrast) and loading performance (e.g., image optimization, caching strategies). Throughout the two month duration, I managed the project end-to-end, from initial concept to final deployment.
Color palette
Designed to align with professional brand standards, focusing on high-contrast colors that promote clarity, trust, and accessibility.
What I learned
I began with exploratory Figma concepts to define how each user type would interpret value differently — from long-term appreciation to short-term trade signals.
This project provided invaluable experience in leading a comprehensive web redesign initiative in a lean environment, particularly in bridging the gap between design and development responsibilities. It significantly sharpened my ability to interpret and apply complex enterprise brand standards to a live web platform, a crucial skill in B2B contexts.
I gained deep insights into optimizing WordPress for enterprise level performance and accessibility, understanding how to customize a powerful CMS to meet stringent technical and user experience requirements. This project underscored my capacity to independently deliver a professional, scalable, and impactful online presence that directly supported Ecuity Edge's business objectives and reinforced their standing as a Microsoft Gold Partner.