Modernizing Concentric’s Digital Experience
Role: Senior Graphic Designer
Responsibilities: Website redesign, UX, visual design, iconography, art direction
Following Concentric's rebrand, the website no longer reflected the company's new identity or clearly communicated its value to prospective customers. I partnered closely with the marketing team to redesign the digital experience, clarifying the messaging, simplifying navigation, and strengthening the visual hierarchy to better communicate the company's solutions and guide prospective customers through the site.
Challenge
The previous website reflected the company's former brand and made it difficult for visitors to quickly understand Concentric's solutions. Confusing navigation, inconsistent content flow, and buried calls to action reduced the effectiveness of the customer journey.
My Role
Partnered with marketing leadership to shape the website strategy, user flow, and visual direction. Led the design of wireframes, iconography, landing pages, and supporting digital assets to translate the refreshed brand into a cohesive online experience.
Constraints
The redesign needed to be completed within a tight timeline and budget while remaining on the company's existing web platform. Rather than rebuilding from scratch, the solution focused on maximizing the capabilities of the current system through thoughtful design decisions.
Before the Redesign
The previous website reflected Concentric's former brand identity and relied on dense layouts, inconsistent messaging,
and navigation that made it harder for prospective customers to understand the company's value.
Redesigned Experience
Responsive Experience
The redesigned experience maintained the same visual clarity and messaging
across desktop and mobile, ensuring a consistent brand experience regardless of device.
Creative Decisions
Rather than treating the redesign as a visual refresh, every design decision supported a broader communication goal.
Lead with clarity: Every page opened with concise messaging that immediately communicated Concentric's value proposition, helping visitors quickly understand who the company was and how it could help.
Humanize enterprise technology: Photography featuring people and dynamic movement introduced energy while reinforcing that enterprise analytics ultimately exists to help people make better decisions.
Simplify complex information: White space, visual hierarchy, and iconography made technical content easier to scan and understand.
Guide visitors naturally: Calls to action appeared throughout the experience, creating multiple opportunities for engagement instead of relying on a single conversion point.
Results
The redesigned experience strengthened Concentric's digital presence, aligned the website with the company's refreshed brand, and contributed to measurable improvements in customer engagement and lead generation.
Highlights included:
35% increase in average time on page
565 marketing qualified leads generated during H2 2019
Brand guidelines expanded to improve consistency across future marketing initiatives