Project Snapshot
IDG Advertising is an award-winning, full-service marketing agency based in Orange County, California. The previous website, while visually expressive on the homepage, had not been updated in over five years and no longer reflected the agency’s capabilities, positioning, or growth.
The goal of this redesign was to create a comprehensive, strategic, and conversion-focused website that better communicated IDG’s expertise, showcased their wide range of services, and reinforced their brand identity while positioning the agency as a modern, trusted marketing partner.
Role
Web Designer
Tools
Figma (Wireframes & Prototypes), WordPress (Development)
Timeline
Q3–Q4 2025
Project Type
Company Website Rebrand, UX Strategy, UI Design
The Challenge
The existing website presented several UX and content challenges:
Dated visual design that no longer matched the agency's brand or market positioning
Sparse internal pages with minial information and storytelling
Limited ability to showcase the agency's capabilities, process and value
Weak content hierarchy and lack of SEO-focused structure
Although the homepage captured personality, the interior pages failed to support deeper engagement, credibility, and conversion.
Objectives
The redesign focused on creating a website that was:
Informational: Expanding service pages with deeper content, education, and strategic storytelling
Strategic: Clearly explaining how IDG approaches each service and why that approach is effective
Persuasive: Using case studies, data points, and structured narratives to convert interest into inquiry
Brand-forward: Introducing stronger tone of voice and a cohesive visual system across all pages
SEO-driven: Structuring content to align with search intent, keyword strategy, and best practice
Process & Key Design Decisions
The project began with the homepage, which was initially designed by the Art Director. Once the overall visual design was established, I took ownership of designing the inner page system, which included:
Service pages
Case study layouts
Informational content sections
Supporting UX patterns
This allowed us to build a cohesive design system that would support scalability, consistency, and long-term content growth.
Visual Direction & Branding Expansion
One of the key creative challenges was minimizing the use of employee-focused "stock-style" photography. Rather than relying heavily on generic visuals, I saw this as an opportunity to push the brand further and create a distinctive visual identity. This led to the incorporation of:
Bold color blocking
Retro-inspired typography
Halftone graphic treatments
Stylized, brand-driven imagery
This approach allowed the design to feel more expressive, ownable, and less trend-dependent while reinforcing IDG's creative energy and personality.
Results & Impact
Project Impact
4× increase in service page content depth
10+ redesigned service pages
12+ modular UX components created
60% reduction in reliance on stock-style employee imagery
SEO structure implemented across 100% of service pages
Design Systems Outcome
Created a scalable modular content system supporting future site growth
Established a clear UX narrative structure for agency service pages
Introduced a distinctive visual language aligned with the agency’s creative identity
