Site Redesign - Tangy Frederick
Client
CEO/Founder of Cre8tive Devs Software
Role
UX Developer
Year
2024
Tools
Figma, Wordpress.org, Elementor
Task
Directed creative and UX design,
Strategized brand differentiation,
Coordinated brand messaging,
Developed the site on WordPress.org
Understanding the clients goals
The client, already successful with her software businesses, was shifting focus to her personal brand, aiming to consult and advise at the international level. I analyzed her diverse services to form a unified narrative that captures "what she does." This approach helped me to develop a compelling personal brand story that would be the foundation of the websites design.
Canvas Business Model
Starting here helped me align the design with the business's core objectives and strategic direction.
I gained a user-centric perspective specific to her industry and built trust between the client and my decisions. The client appreciated my dedication to fully understanding the breadth of tech services they offer.
UX Writing that conveys the brand
After pinpointing the main services of the personal brand, I dove into researching websites noted for their innovative and futuristic tech, a prime example being Apple’s product page for the Apple Vision Pro. I then distilled the recurring themes I observed in the writing and content structure so I could craft headlines, headings, and titles to shape the narrative required for this design's storytelling.
The Apple Vision Pro was appropriate to distill considering the clients professional interest in XR tech.
Iterations of subheadings for the welcome banner.
Ultimately, the client selected this iteration due to it's energetic tone.
Colors that represent the client
Choosing the right colors in this design was essential for reinforcing the client's brand story they were crafting for their global business endeavors.

The client preferred to use purple as it was a theme throughout the existing brands for their separate software companies. Using purple can signify luxury, creativity, and wisdom, ideal for brands positioning as innovators or targeting users seeking tech consulting.
To add some dimension, I added a gradient throughout the design.
Deciding on a tech stack
The client's familiarity with WordPress.org, along with its cost-effective hosting, security, and SEO plugins, made it the clear platform choice. Utilizing Elementor as a page builder allowed for accelerated development and design customization.
Working across teams to maintain brand story consistency
I attended frequent meetings with the client and their PR manager to ensure that each iteration of the design was consistent with the brand story. These sessions were key for unified messaging and accommodating brand evolution, ensuring the brand's vision was accurately communicated as the clients content and services reached a global audience.
Final Design
Takeaways
Always play the long game in design.
The client plans to update the branding of their other businesses next, and this site will serve as the guiding star for those designs. Getting branding right the first time is crucial to minimize future design debt.
Collaborating with the PR team introduced me to the broader scope of brand storytelling and its impact on media and audience reach. These insightful meetings also sparked reflections on my UX writing skills.