Upbound Website Redesign

Web design, Art direction

Building on the momentum of a prior rebrand and timed with a product release, Upbound’s website required a strategic update to better align with its positioning and meet the evolving needs of its customers. As the lead designer on this project, I partnered closely with the marketing and product teams to ensure the website design supported our business goals and delivered an elevated user experience.

The redesign featured a refreshed homepage with a custom animation I storyboarded and designed. Additional key pages included a new pricing page, an updated product page, an "About the Team" page, and a free trial landing page—each thoughtfully designed to engage users and drive conversions.

In addition to leading the web design efforts, I collaborated with the Head of Marketing to research, evaluate, and onboard a new development vendor capable of delivering a robust solution. Together, we transitioned the website to a headless CMS, enabling flexibility and scalability, while producing over 70 custom components to power future content and functionality.

Role: Senior Visual Designer

Credits: Kelsey H (Head of Marketing), Oren T (CPO), Malika S (Marketing Operations), Kurt Noble (Web Developer), Hominid Studio (Animation)