PSC Brand Refresh & Website Redesign
Overview
Expanding a limited website brief into a cohesive, modern brand experience
Led the redesign of PSC’s website and evolved the project into a full-scale brand refresh, transforming an outdated and inconsistent visual identity into a cohesive, modern system.
Initially brought on to support a website update driven by SEO concerns, I expanded the scope to address broader design and brand challenges, ultimately taking ownership of all visual direction across the project.
Context
The website redesign was originally initiated to improve low SEO performance—not to address design or user experience.
At the time, PSC’s visual identity was significantly outdated, and there was little emphasis on brand consistency or design quality across touchpoints.
An external agency was engaged to design and build the new website. However, early design concepts did not meet the level of quality or strategic direction needed to elevate the brand.
Shift in Direction
After reviewing the initial agency proposals, I identified an opportunity to significantly improve both the visual quality and overall brand perception.
I stepped in to take over the design direction of the website, ensuring a more cohesive and modern approach. This shift naturally expanded into a broader brand refresh, addressing inconsistencies across all platforms.
As part of this process, I also advocated for updating the logo—aligning it with the new visual direction despite initial hesitation from stakeholders.
Goals & Approach
- Elevate the visual quality of the brand beyond its existing state
- Create a cohesive identity across all digital and physical touchpoints
- Improve website usability while supporting SEO performance
- Build a scalable system that could support ongoing marketing efforts
My approach focused on pairing design improvements with practical business needs—ensuring that aesthetic decisions also supported usability, clarity, and search performance.
Execution
Website Design & Build
• Took full ownership of website design after initial agency concepts
• Designed a modern, flexible interface aligned with updated brand direction
• Learned and implemented WordPress and Elementor to independently build, update, and scale the site
SEO Integration
• Developed working knowledge of SEO and integrated best practices into site structure and content
• Became the internal lead for SEO, aligning design decisions with performance goals
• delivering monthly reports to the team
Brand Refresh
• Defined updated typography, color palette, and layout principles. All collected in a brand book.
• modernized the logo, aligning it with the new visual system
• Extended the refreshed identity across web, email, social, and print
Impact
Transformed the website into a functioning living product; responsive and ever-changing
our average position went from 23 to 7.5
34k Impressions in q1 2024 vs 267 k in q1 2026
Boosted engagement through a 435% increase in PDF downloads, driven by improved content visibility and site structure Increased key conversion actions, with contact form submissions growing 147% year-over-year
Expanded organic search presence from 11% to 42%, reflecting a major shift toward high-intent, inbound traffic driven by improved site structure and SEO integration
Established a cohesive logo system, including a versatile logomark that can be used across platforms (LinkedIn, YouTube, favicon), replacing previously inconsistent and fragmented brand assets
Elevated the overall visual standard of the company
role
Sole Designer, responsible for:
– Leading website design and broader brand direction
– Taking over and redefining work initially assigned to an external agency
– Building and maintaining the website in WordPress using Elementor
– Leading SEO efforts and integrating them into design decisions
– setting up templates for email and social
– responsible for designing event material for our around 80 yearly conferences
– Collaborating directly with the VP of Marketing
reflection
The website was my first project at PSC, and it ultimately set the tone for my role within the company.
What began as a narrowly defined SEO update quickly revealed broader gaps in consistency, quality, and overall brand direction. By stepping beyond the original brief and taking ownership of the visual experience, I was able to reshape the project into a more cohesive and strategic outcome.
That shift not only improved the work itself, but also established design as a more integral part of the team.