INK Communications Co.

Marketing Website UX and UI Design

Project Background

In 2018, INK repositioned itself as a communications partner for B2B tech companies; we needed to revamp our messaging and visual identity to better resonate with our ideal prospective clients. As INK’s interactive designer, I led the project to refine our brand and design a new marketing website.

We needed to update our visual identity, but instead of totally rebranding, I focused on refining our existing brand elements to be more reflective of our new focus on B2B tech communications.

I led a brainstorm with the design team and our company leadership to explore how we could visually capture our new positioning statement, “Moving Brands Beyond Business as Usual” in a way that felt unique and consistent with INK’s values. The activity revealed that we wanted the visual metaphor to relate to nature in some way.

Notes from the brainstorm.

I illustrated the final design using our new tonal color palette, our geometric pattern, and a subtle texture overlay to customize the aesthetic.

To build upon the concept further, I created illustrations to visually describe each of our services. I had a lot of fun thinking of creative ideas for each metaphor.

We partnered with a UX agency to inform our strategy with research into our prospective clients' needs.

Their brand of user experience design, “prospect design,” focused on ensuring that each of our users – B2B marketers and potential INK clients – would find the information they needed exactly when and where they would need it as they navigated the website.

Our partnership resulted in a research-backed foundation for the site upon which we could creatively explore how our brand and voice would come through visually.

It was INK's first time working with a developer and our inexperience showed. Luckily, we were reflective enough to adapt our process as we went, improving the way we communicated and delivered two-way feedback.

We added in a lot of fun functionality to the site, especially on the About Us page, which we wanted to reflect our company culture and each employee's personality outside of work.

Project Takeaways

  • Handshake, not hand-off! It’s important to communicate with developers early and often throughout the strategy and design process.
  • With great power comes great responsibility! Being a designer who can code is important, but knowing how to appropriately use that knowledge to empower your developer is more important.
  • There’s a lot more that goes into a successful marketing website than just making a pretty design – the UX research, project management, inter-disciplinary communication, stakeholder reviews, and SEO strategy are all important and necessary to create a great product.
  • Make sure everyone’s experience is heard in a post-mortem meeting – we have to reflect on what we did well and what we did poorly in order to improve process for future projects.
A beautiful photo of INK hard at work. Taken by Ryan Riggins.


  • December 2018 – May 2019

What I Contributed

  • Art Direction
  • Branding
  • Illustration
  • User Experience Design
  • User Interface Design
  • Web Development QA

Who Else Contributed

  • Emily Grossman // Creative Direction
  • Ryan Riggins // Photography
  • Rachel Murphy // Brand Strategy and Copywriting
  • Abby O'Connor // Brand Strategy and Copywriting
  • Kersa Haughey // Project Management
  • Chris Deaton // Web Development
  • The Team at Newfangled // UX Research and Guidance