When I was brought on in April 2022, Frequency's website looked like it was about 20 years old, and for a technology company, that's a bad sign. I was given ownership of the redesign project, which involved not only updating the look and feel of the website, but really developing and expanding Frequency's brand identity as a whole. There were also opportunities to improve efficiency, such as creating Collection Lists in Webflow to better manage content such as Distributors, Blog
Posts, News Articles, and Job Listings. They also needed help making their site more responsive, so it was important for me to design for mobile and other devices at the same time as I was updating the desktop experience.
Questions I had to answer included: How can we expand Frequency's color palette beyond their signature blue? How can we change the copy to give Frequency more of a voice? Where can we implement subtle animations and interactions to make the website feel more modern and lively? What can be updated to be more unique?
Luckily Frequency's website is built in Webflow, so it was easy for my to design, build, and test new ideas and features in a short amount of time. The current site is a better reflection of who Frequency is - an agile, forward-thinking software company - as a result of this work.
Brand development, and the creation of a marketing design system.
Competitive research and analysis.
Wireframing, designing (pages, interactions, icons) and prototyping in Figma.
Building pages, CRM, coding, and animating interactions in Webflow.
