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On 14, Dec 2014 | In | By Nick Conflitti

re:group re-fresh


Brand Look & feel refresh


re:group inc.

My role

  • Art Director
  • Information Architect
  • UI/UX Designer
  • Web Developer


In mid-2012, re:group as a company decided it was time for a new website design. We knew there were certain aspects of the site we could improve on, and that we needed to align our website’s look-and-feel with the new personalities at the company.


B2B and B2C businesses as well as marketing professionals and entrepreneurs


Condense and Upgrade

After doing thorough user testing of the old site and examining the site’s analytics over a long time period, we noticed some specific problems that needed to be addressed moving forward.

  1. Our information hierarchy needed to be condensed and re-thought.
  2. The outward expression of our brand needed a facelift to more accurately reflect who we are: creative, fresh and insightful.
  3. Implement best practices: responsive design, build on a CMS rather than hardcode


Utilizing the years worth of quantitative date from analytics, and user feedback we’d received from clients, internal stakeholders and general visitors to the site, we were able to correlate problem areas from the UX feedback with the quantitative data.

The biggest problem we had with our website was disjointed information structure. This led to many problems, both internally, and for the visitors to the site. From an internal standpoint, the fact that information was not easily accessible made it difficult to update and maintain the site. Moreover, that problem was exacerbated when trying to use it as a sales tool.

And we know that the external user of the site must have been frustrated when they weren’t able to find the information they were seeking. It not only may have prevented them from returning to the site, but it also meant that we could have lost a potential client.

Segmenting the content

When restructuring the site’s content, our goal was to make as much of the information as we could accessible within three clicks or less. To do that, the information had to be logically placed on the site, and the navigation system needed to be designed in a manner to ensure that anyone could access anything from anywhere on the site.

To do that, we concocted some scenarios that we knew (from research) our clients and future prospects might find themselves in.

For reference, see what the old site (pdf) used to look like versus what the new structure is (pdf).


Who would I potentially be conversing with on a day-to-day basis?
  • Location: regroup > biographies (done)
  • 1 click
Is re:group hiring?
  • Location: let’s talk > job opportunites (done)
  • 1 click
Where are examples of client work where they did website design and development?
  • Location: work > select a project with “website design and development” as a listed service > project page (done)
  • 2 clicks

A major upgrade

Since November 2011, re:group has grown both in terms of client size and number of clients. This has, fortunately, resulted in the hiring of 13 fresh, new faces. These new employees have experience that extends into several departments: business development, account management, media and creative. With the infusion of new talent and new ideas to the company, our website no longer represented us as a group. We needed to align the website’s look and feel and attitude with our core beliefs and new personalities.

After many discussions and long evenings (sometimes with some Mad Men beverages), we had narrowed our design directions to four. More long nights (and the occasional drink) ensued until we finally landed on the one you’re looking at now. The design accommodates the wealth of information we have to offer, incorporates key elements of our brand standards (and some new ones), and the layout is flexible enough to ensure ease-of-use on all major browsers and devices.

Our new look & feel has been extended to many internal document including our presentation/reporting decks, long form case studies, and has now been rolled out to our social networks, stationery, other internal documents, and the company values book.


To date, the website has seen increased traffic and efficiency. People are viewing more pages and staying on case study pages longer compared to the old site this time last year. Improved SEO best practices have improved our organic search traffic (main form of traffic) to account for 46% of the traffic, with 30% from direct, and 19% from referrals (social media efforts.)

Bounce rates of users viewing the site on mobile devices and tablets has also improved from a year ago now that the site is responsive. Today, the re:group website’s mobile traffic accounts for 15% of the total traffic that reaches the website. The increase of time on site and increase of page views are a result of the responsive design which has improved the users experience.

Work completed at re:group

Image of regroup current sitemap

Image of regroup site on mobile

Image of re:group website homepage

Image of re:group staff profile

Image of re:group case study page

Image of re:group process page

Image of re:group's Facebok page header

Image of re:group's Twitter page header

Image of re:group's Vimeo page header