Project Information
The website redesign was driven by a clear challenge: the existing structure no longer reflected how the business had grown. New offerings, a more complex proposition, and a broader audience had outpaced the original navigation and content logic.
I led the project by first addressing the foundations — auditing structure, identifying friction points, and redefining the information architecture to better support the company’s evolving strategy. From there, I developed a modular design system that could flex across pages, scale with future needs, and remain consistent without feeling rigid.
A key part of the redesign was the homepage experience. To immediately communicate clarity, confidence, and creative ambition, I directed the production of a new sizzle reel designed specifically for the homepage. Working closely with editorial, production, and motion partners, I shaped the narrative, visual rhythm, and pacing to ensure motion became an integral part of the website — not decoration, but storytelling.
The result is a structurally sound, future-facing website: one that balances clarity with personality, supports business growth, and uses modular design and motion to create a confident first impression while remaining easy to navigate and evolve over time.
Barbara Desiderato, Web Design & Creative Direction
