Websites and The Creative Process
Crafting a Modern Website That Speaks Your Brand
When clients approach me about designing a website, they often come with a clear vision: they want something that looks nice and polished, something that represents their business well. However, as we dive deeper, we usually uncover a few common challenges that might hold back that vision.
Sketches of logos for my city
The Starting Point: Old Websites, Outdated Logos, and Missing Visuals
Many businesses I work with are transitioning from websites built years ago, with an outdated design that no longer resonates with their audience. They may have limited imagery to work with, often leading to a disjointed feel across their digital presence. In some cases, the logo may have been designed by an amateur or before the digital boom, making it incompatible with today’s mobile and web standards. Or, perhaps the brand’s identity was built from a template rather than a tailored approach.
This is where the true creative process begins. A successful website isn’t just about looking nice—it’s about authenticity and connection. Your website should feel like an extension of your business, not a generic layout anyone could own.
UI Elements in a Digital Style Guide
Establish the Brand Before Establishing the Website
Before we even talk about a website’s layout or features, I work with clients to establish their brand identity. It’s easy to get excited about fonts, colors, and images, but if these choices don’t stem from a clear brand vision, the end result will lack coherence. Your brand should be something that resonates and sticks with your customers, making your website instantly recognizable as an authentic representation of who you are and what you offer.
Challenge the Brand for Success, Not Just Aesthetics
One of the most important parts of my process is encouraging clients to critically examine their branding. This isn’t just a matter of choosing colors that look good or photos that feel nice—it’s about success. I ask clients to think about what truly represents their business, who their customers are, and how to communicate value effectively. A strong brand identity gives your website a powerful impact, positioning your business for growth and lasting customer connections.
This sometimes means stepping outside of comfort zones. While clients might feel attached to certain elements, I strive to ensure these elements also speak to their audience. I focus on building a website that’s not only beautiful but also functional and impactful.
Why Brand and UX Are Synonymous
In today’s digital landscape, brand and user experience (UX) are two sides of the same coin. A well-thought-out brand identity influences every element of UX on a website. Consistency in branding allows users to navigate the website intuitively, trust what they see, and feel a connection to the business. From the first click to the final page, everything should align with your brand values.
Clear goals and a good set of brand assets don’t just streamline the design process—they form the backbone of a successful website. When brand and UX work together, they elevate your website from a simple online presence to a strategic tool for your business’s success.
