Andrew Stark - UX & Product Designer / UI Engineer (Austin, TX)

< BACK HOME

CASE STUDY

NWD — marketing agency responsive website design

MY ROLE

Product Design

UX / UI

Website Design

Logo Design

Design System

CLIENT

Nord Wolf Digital

YEAR

2025

Nord Wolf Digital is a Texas-based marketing agency that helps businesses grow through Google Ads, SEO, and smart website design. While they work with companies of all sizes, their sweet spot is helping local service businesses — like roofers, HVAC pros, plumbers, and remodelers — get more high-quality leads without the usual marketing headaches. The results were there, but the old site didn’t show it. It felt outdated, generic, and didn’t really build trust with the kind of business owners they serve.

This case study covers the full refresh of the brand and website — from the logo and visual style to the structure, content, and user experience. The goal was to create something clean, modern, and straightforward that speaks to busy owners who care about one thing: real results. Everything was designed to feel easy, trustworthy, and focused on what matters most — better leads and stronger ROAS.

Challenges

One of the biggest challenges was figuring out how to connect with Nord Wolf Digital’s main audience — local business owners in industries like plumbing, HVAC, and roofing. Most of them were busy, skeptical, and tired of marketing that overpromised and underdelivered. They didn’t want to be sold to. They wanted results they could actually see, without being dragged into complicated tools or reports. The site had to feel simple, trustworthy, and speak to the problems they face every day.

It wasn’t just about the website. The old logo and brand visuals didn’t match the quality of service the agency was providing. A full logo redesign was needed to reflect a more modern, confident identity that felt right for a serious digital partner. On top of that, the project required building a complete design system — something flexible and scalable enough to support everything from landing pages to campaign reports. The experience had to feel consistent and polished, without losing the human, approachable feel that made Nord Wolf stand out.

One of the biggest challenges was figuring out how to connect with Nord Wolf Digital’s main audience — local business owners in industries like plumbing, HVAC, and roofing. Most of them were busy, skeptical, and tired of marketing that overpromised and underdelivered. They didn’t want to be sold to. They wanted results they could actually see, without being dragged into complicated tools or reports. The site had to feel simple, trustworthy, and speak to the problems they face every day.

It wasn’t just about the website. The old logo and brand visuals didn’t match the quality of service the agency was providing. A full logo redesign was needed to reflect a more modern, confident identity that felt right for a serious digital partner. On top of that, the project required building a complete design system — something flexible and scalable enough to support everything from landing pages to campaign reports. The experience had to feel consistent and polished, without losing the human, approachable feel that made Nord Wolf stand out.

One of the biggest challenges was figuring out how to connect with Nord Wolf Digital’s main audience — local business owners in industries like plumbing, HVAC, and roofing. Most of them were busy, skeptical, and tired of marketing that overpromised and underdelivered. They didn’t want to be sold to. They wanted results they could actually see, without being dragged into complicated tools or reports. The site had to feel simple, trustworthy, and speak to the problems they face every day.

It wasn’t just about the website. The old logo and brand visuals didn’t match the quality of service the agency was providing. A full logo redesign was needed to reflect a more modern, confident identity that felt right for a serious digital partner. On top of that, the project required building a complete design system — something flexible and scalable enough to support everything from landing pages to campaign reports. The experience had to feel consistent and polished, without losing the human, approachable feel that made Nord Wolf stand out.

Solution

The answer was a full refresh of the brand and website, built around what matters most to the people Nord Wolf serves: clear info, honest messaging, and proof that the agency actually gets results. A new visual style was created to feel sharp but approachable — with a modern logo, bold colors, and typography that feels confident without being over the top. A design system was put in place to keep things consistent across everything, from landing pages to reports.

The website was completely restructured with the user in mind. Every section was built to make things simple for business owners who don’t have time to dig through fluff. Case studies show real numbers. CTAs guide users without pressure. Messaging is direct and transparent, focused on solving the problems business owners actually care about — like low lead quality or wasted ad spend.

The new design also pulls in fresh visual trends from 2025, using generative AI to create surreal, futuristic hero images. These scenes — featuring ethereal landscapes and imaginative layouts — spark curiosity and set the tone for a more modern, forward-looking brand. They’re not just there to look good. They support the strategy by making the experience feel bold, emotionally engaging, and memorable from the first scroll.

The answer was a full refresh of the brand and website, built around what matters most to the people Nord Wolf serves: clear info, honest messaging, and proof that the agency actually gets results. A new visual style was created to feel sharp but approachable — with a modern logo, bold colors, and typography that feels confident without being over the top. A design system was put in place to keep things consistent across everything, from landing pages to reports.

The website was completely restructured with the user in mind. Every section was built to make things simple for business owners who don’t have time to dig through fluff. Case studies show real numbers. CTAs guide users without pressure. Messaging is direct and transparent, focused on solving the problems business owners actually care about — like low lead quality or wasted ad spend.

The new design also pulls in fresh visual trends from 2025, using generative AI to create surreal, futuristic hero images. These scenes — featuring ethereal landscapes and imaginative layouts — spark curiosity and set the tone for a more modern, forward-looking brand. They’re not just there to look good. They support the strategy by making the experience feel bold, emotionally engaging, and memorable from the first scroll.

The answer was a full refresh of the brand and website, built around what matters most to the people Nord Wolf serves: clear info, honest messaging, and proof that the agency actually gets results. A new visual style was created to feel sharp but approachable — with a modern logo, bold colors, and typography that feels confident without being over the top. A design system was put in place to keep things consistent across everything, from landing pages to reports.

The website was completely restructured with the user in mind. Every section was built to make things simple for business owners who don’t have time to dig through fluff. Case studies show real numbers. CTAs guide users without pressure. Messaging is direct and transparent, focused on solving the problems business owners actually care about — like low lead quality or wasted ad spend.

The new design also pulls in fresh visual trends from 2025, using generative AI to create surreal, futuristic hero images. These scenes — featuring ethereal landscapes and imaginative layouts — spark curiosity and set the tone for a more modern, forward-looking brand. They’re not just there to look good. They support the strategy by making the experience feel bold, emotionally engaging, and memorable from the first scroll.

01 /

STEP

EMPATHIZE

DESIGN THINKING

Empathy Map

An empathy map is a simple but powerful tool used to understand what users are really thinking, feeling, saying, and doing. It helps shift the focus from just business goals to what matters most to the people on the other side — actual clients. For this project, the goal was to step into the mindset of busy, often overwhelmed home service business owners who are juggling day-to-day operations while trying to make smart marketing decisions.

To build the map, user bios, journey maps, and voice-of-customer research were pulled together and organized into four key areas: what users say, think, do, and feel. Common patterns came through quickly. Users wanted results without hassle. They didn’t want to hear marketing jargon. They needed proof that their money was being spent wisely — and they wanted that proof in plain English. At the same time, they felt skeptical, burned by past agency experiences, and unsure who to trust.

The final empathy map helped define the tone, structure, and priorities across the entire brand and website. It made sure the experience didn’t just look good, but actually spoke to the real concerns, goals, and emotions of the audience. This step kept the project grounded and ensured every design and content decision was anchored in real user needs.

An empathy map is a simple but powerful tool used to understand what users are really thinking, feeling, saying, and doing. It helps shift the focus from just business goals to what matters most to the people on the other side — actual clients. For this project, the goal was to step into the mindset of busy, often overwhelmed home service business owners who are juggling day-to-day operations while trying to make smart marketing decisions.

To build the map, user bios, journey maps, and voice-of-customer research were pulled together and organized into four key areas: what users say, think, do, and feel. Common patterns came through quickly. Users wanted results without hassle. They didn’t want to hear marketing jargon. They needed proof that their money was being spent wisely — and they wanted that proof in plain English. At the same time, they felt skeptical, burned by past agency experiences, and unsure who to trust.

The final empathy map helped define the tone, structure, and priorities across the entire brand and website. It made sure the experience didn’t just look good, but actually spoke to the real concerns, goals, and emotions of the audience. This step kept the project grounded and ensured every design and content decision was anchored in real user needs.

An empathy map is a simple but powerful tool used to understand what users are really thinking, feeling, saying, and doing. It helps shift the focus from just business goals to what matters most to the people on the other side — actual clients. For this project, the goal was to step into the mindset of busy, often overwhelmed home service business owners who are juggling day-to-day operations while trying to make smart marketing decisions.

To build the map, user bios, journey maps, and voice-of-customer research were pulled together and organized into four key areas: what users say, think, do, and feel. Common patterns came through quickly. Users wanted results without hassle. They didn’t want to hear marketing jargon. They needed proof that their money was being spent wisely — and they wanted that proof in plain English. At the same time, they felt skeptical, burned by past agency experiences, and unsure who to trust.

The final empathy map helped define the tone, structure, and priorities across the entire brand and website. It made sure the experience didn’t just look good, but actually spoke to the real concerns, goals, and emotions of the audience. This step kept the project grounded and ensured every design and content decision was anchored in real user needs.

Audience Segmentation

User Personas

To make sure the design actually spoke to the right people, a set of user personas was created based on real client stories, patterns from interviews, and common pain points. These weren’t made-up profiles — they were built around the kinds of business owners Nord Wolf works with every day. Some were skeptical and burned out from bad agency experiences. Others were too busy running their crews to even think about marketing. A few were more analytical and wanted regular reports to feel confident things were being handled.

Each persona captured a different mindset. One just wanted results with no tech talk. Another needed transparency and updates without asking. Another wanted campaigns in Spanish to reach the whole community. These insights helped guide everything from how we worded the site’s headlines to how we structured the calls-to-action and service pages.

Throughout the project, these personas kept things focused. Any time something felt too complicated or off-message, it got checked against the people we were designing for. The goal was always the same: speak directly to the folks who need real help growing their business, not to impress other marketers.

To make sure the design actually spoke to the right people, a set of user personas was created based on real client stories, patterns from interviews, and common pain points. These weren’t made-up profiles — they were built around the kinds of business owners Nord Wolf works with every day. Some were skeptical and burned out from bad agency experiences. Others were too busy running their crews to even think about marketing. A few were more analytical and wanted regular reports to feel confident things were being handled.

Each persona captured a different mindset. One just wanted results with no tech talk. Another needed transparency and updates without asking. Another wanted campaigns in Spanish to reach the whole community. These insights helped guide everything from how we worded the site’s headlines to how we structured the calls-to-action and service pages.

To make sure the design actually spoke to the right people, a set of user personas was created based on real client stories, patterns from interviews, and common pain points. These weren’t made-up profiles — they were built around the kinds of business owners Nord Wolf works with every day. Some were skeptical and burned out from bad agency experiences. Others were too busy running their crews to even think about marketing. A few were more analytical and wanted regular reports to feel confident things were being handled.

Each persona captured a different mindset. One just wanted results with no tech talk. Another needed transparency and updates without asking. Another wanted campaigns in Spanish to reach the whole community. These insights helped guide everything from how we worded the site’s headlines to how we structured the calls-to-action and service pages.

02 /

STEP

DEFINE

Task Flows

User stories & Acceptance criteria

With the personas dialed in, the next step was figuring out what each user actually needs from the site in plain, everyday terms. That’s where user stories came in. These were short, simple statements like “I want to see how my ads are doing” or “I just need clear updates without logging into anything.” No fluff — just real goals from real people trying to grow their business without getting buried in marketing speak.

To turn those goals into something useful, acceptance criteria were added. Think of these like little checklists to make sure each story was fully covered. If someone wanted to track leads, then that meant including cost-per-lead stats, call tracking, and updates they could read without a degree in analytics. These criteria helped keep things focused during design and dev so nothing important slipped through the cracks.

This step made sure the site wasn’t just good-looking — it actually worked the way people expected. Everything was built around real tasks and real pain points, not guesses or assumptions. It helped prioritize the stuff that mattered and avoid overthinking the rest.

With the personas dialed in, the next step was figuring out what each user actually needs from the site in plain, everyday terms. That’s where user stories came in. These were short, simple statements like “I want to see how my ads are doing” or “I just need clear updates without logging into anything.” No fluff — just real goals from real people trying to grow their business without getting buried in marketing speak.

To turn those goals into something useful, acceptance criteria were added. Think of these like little checklists to make sure each story was fully covered. If someone wanted to track leads, then that meant including cost-per-lead stats, call tracking, and updates they could read without a degree in analytics. These criteria helped keep things focused during design and dev so nothing important slipped through the cracks.

This step made sure the site wasn’t just good-looking — it actually worked the way people expected. Everything was built around real tasks and real pain points, not guesses or assumptions. It helped prioritize the stuff that mattered and avoid overthinking the rest.

With the personas dialed in, the next step was figuring out what each user actually needs from the site in plain, everyday terms. That’s where user stories came in. These were short, simple statements like “I want to see how my ads are doing” or “I just need clear updates without logging into anything.” No fluff — just real goals from real people trying to grow their business without getting buried in marketing speak.

To turn those goals into something useful, acceptance criteria were added. Think of these like little checklists to make sure each story was fully covered. If someone wanted to track leads, then that meant including cost-per-lead stats, call tracking, and updates they could read without a degree in analytics. These criteria helped keep things focused during design and dev so nothing important slipped through the cracks.

This step made sure the site wasn’t just good-looking — it actually worked the way people expected. Everything was built around real tasks and real pain points, not guesses or assumptions. It helped prioritize the stuff that mattered and avoid overthinking the rest.

UX RESEARCH

Journey Map

To see the bigger picture, a journey map was built to track what a typical client goes through when working with Nord Wolf Digital — from the first time they hear about the agency to the moment they start seeing results. This helped break down the process into steps, showing what users are doing, thinking, and feeling at each stage. It also highlighted the moments where people feel unsure, overwhelmed, or ready to take action.

Different user types were mapped out individually, since not everyone experiences the journey the same way. For example, one owner might check out the site after word-of-mouth drops off, while another might reach out after trying to DIY their ads and getting nowhere. Each version showed key actions (like reading a case study or booking a call), emotional ups and downs (like frustration with past agencies), and clear opportunities to step in and build trust.

The journey map made it easier to spot where the site and brand experience needed to do more heavy lifting — like providing clearer proof, building confidence faster, or simplifying decisions. It also helped shape the site structure, homepage content, and even the timing of follow-ups, all based on where users are in their journey.

To see the bigger picture, a journey map was built to track what a typical client goes through when working with Nord Wolf Digital — from the first time they hear about the agency to the moment they start seeing results. This helped break down the process into steps, showing what users are doing, thinking, and feeling at each stage. It also highlighted the moments where people feel unsure, overwhelmed, or ready to take action.

Different user types were mapped out individually, since not everyone experiences the journey the same way. For example, one owner might check out the site after word-of-mouth drops off, while another might reach out after trying to DIY their ads and getting nowhere. Each version showed key actions (like reading a case study or booking a call), emotional ups and downs (like frustration with past agencies), and clear opportunities to step in and build trust.

The journey map made it easier to spot where the site and brand experience needed to do more heavy lifting — like providing clearer proof, building confidence faster, or simplifying decisions. It also helped shape the site structure, homepage content, and even the timing of follow-ups, all based on where users are in their journey.

To see the bigger picture, a journey map was built to track what a typical client goes through when working with Nord Wolf Digital — from the first time they hear about the agency to the moment they start seeing results. This helped break down the process into steps, showing what users are doing, thinking, and feeling at each stage. It also highlighted the moments where people feel unsure, overwhelmed, or ready to take action.

Different user types were mapped out individually, since not everyone experiences the journey the same way. For example, one owner might check out the site after word-of-mouth drops off, while another might reach out after trying to DIY their ads and getting nowhere. Each version showed key actions (like reading a case study or booking a call), emotional ups and downs (like frustration with past agencies), and clear opportunities to step in and build trust.

The journey map made it easier to spot where the site and brand experience needed to do more heavy lifting — like providing clearer proof, building confidence faster, or simplifying decisions. It also helped shape the site structure, homepage content, and even the timing of follow-ups, all based on where users are in their journey.

03 /

STEP

IDEATE

COMPETITOR ANALYSIS

SWOT Analysis

To get a clearer view of where Nord Wolf Digital stood in the market, a quick SWOT analysis was done — breaking things down into strengths, weaknesses, opportunities, and threats. Strengths were obvious: solid track record, deep PPC expertise, and strong results across a range of local service clients. The agency also had a hands-on, personal approach that big-box competitors just couldn’t match. On the flip side, the old branding and site experience were holding things back. Messaging felt vague, design looked outdated, and the value proposition wasn’t coming through clearly enough.

Looking ahead, there were clear opportunities to grow. Most of the competition had the same weak points — confusing dashboards, generic copy, or no real proof of results. That left room for Nord Wolf to stand out by being more transparent, more human, and more focused on real outcomes like stronger ROAS and better lead quality. The only real threat? Potential clients lumping Nord Wolf in with every other agency that overpromised and underdelivered. That made it even more important to lead with case studies, clarity, and a design that actually reflected the quality of the work.

To get a clearer view of where Nord Wolf Digital stood in the market, a quick SWOT analysis was done — breaking things down into strengths, weaknesses, opportunities, and threats. Strengths were obvious: solid track record, deep PPC expertise, and strong results across a range of local service clients. The agency also had a hands-on, personal approach that big-box competitors just couldn’t match. On the flip side, the old branding and site experience were holding things back. Messaging felt vague, design looked outdated, and the value proposition wasn’t coming through clearly enough.

Looking ahead, there were clear opportunities to grow. Most of the competition had the same weak points — confusing dashboards, generic copy, or no real proof of results. That left room for Nord Wolf to stand out by being more transparent, more human, and more focused on real outcomes like stronger ROAS and better lead quality. The only real threat? Potential clients lumping Nord Wolf in with every other agency that overpromised and underdelivered. That made it even more important to lead with case studies, clarity, and a design that actually reflected the quality of the work.

To get a clearer view of where Nord Wolf Digital stood in the market, a quick SWOT analysis was done — breaking things down into strengths, weaknesses, opportunities, and threats. Strengths were obvious: solid track record, deep PPC expertise, and strong results across a range of local service clients. The agency also had a hands-on, personal approach that big-box competitors just couldn’t match. On the flip side, the old branding and site experience were holding things back. Messaging felt vague, design looked outdated, and the value proposition wasn’t coming through clearly enough.

Looking ahead, there were clear opportunities to grow. Most of the competition had the same weak points — confusing dashboards, generic copy, or no real proof of results. That left room for Nord Wolf to stand out by being more transparent, more human, and more focused on real outcomes like stronger ROAS and better lead quality. The only real threat? Potential clients lumping Nord Wolf in with every other agency that overpromised and underdelivered. That made it even more important to lead with case studies, clarity, and a design that actually reflected the quality of the work.

UNIQUE BENEFITS

Value Propositions

Once the audience and competitors were mapped out, it was time to figure out what really sets Nord Wolf Digital apart — what would make a home service business owner stop scrolling and say, “Yep, this is exactly what I need.” That’s where the value propositions came in. These weren’t just catchy phrases. They were focused, direct statements built around what clients care about: more leads, less stress, better ROAS, and a team that actually handles everything without making them chase updates or dig through reports.

The value props were sorted by what mattered most to users. Some leaned on results — like expert ad management, better lead quality, or lower cost per conversion. Others were more emotional, like peace of mind, no jargon, or just having a real person to talk to. Each one was tied back to specific features or proof, like free audits, live support, or case studies with real numbers. These messages helped shape everything from headlines to CTAs, making sure the site didn’t just look good but said the right things in the right way.

Once the audience and competitors were mapped out, it was time to figure out what really sets Nord Wolf Digital apart — what would make a home service business owner stop scrolling and say, “Yep, this is exactly what I need.” That’s where the value propositions came in. These weren’t just catchy phrases. They were focused, direct statements built around what clients care about: more leads, less stress, better ROAS, and a team that actually handles everything without making them chase updates or dig through reports.

The value props were sorted by what mattered most to users. Some leaned on results — like expert ad management, better lead quality, or lower cost per conversion. Others were more emotional, like peace of mind, no jargon, or just having a real person to talk to. Each one was tied back to specific features or proof, like free audits, live support, or case studies with real numbers. These messages helped shape everything from headlines to CTAs, making sure the site didn’t just look good but said the right things in the right way.

Once the audience and competitors were mapped out, it was time to figure out what really sets Nord Wolf Digital apart — what would make a home service business owner stop scrolling and say, “Yep, this is exactly what I need.” That’s where the value propositions came in. These weren’t just catchy phrases. They were focused, direct statements built around what clients care about: more leads, less stress, better ROAS, and a team that actually handles everything without making them chase updates or dig through reports.

The value props were sorted by what mattered most to users. Some leaned on results — like expert ad management, better lead quality, or lower cost per conversion. Others were more emotional, like peace of mind, no jargon, or just having a real person to talk to. Each one was tied back to specific features or proof, like free audits, live support, or case studies with real numbers. These messages helped shape everything from headlines to CTAs, making sure the site didn’t just look good but said the right things in the right way.

04 /

STEP

PROTOTYPE

INFORMATIONAL ARCHITECTURE

User Flow

User flows helped map out the typical paths people take through the site — from landing on a page to clicking “Book a Free Audit.” These flows showed what happens step-by-step, whether someone clicks an ad, browses services, or checks out a case study before filling out the contact form. It helped everyone stay focused on what users actually needed to do — not just what the business wanted to say.

By laying it all out, it was easier to spot where people might drop off, get stuck, or get confused. Each step was reviewed to keep things simple, smooth, and to the point. Clear CTAs, low-friction forms, and smart layout choices made the journey feel easy and natural. The goal wasn’t just to look good — it was to move users forward without making them think too hard.

User flows helped map out the typical paths people take through the site — from landing on a page to clicking “Book a Free Audit.” These flows showed what happens step-by-step, whether someone clicks an ad, browses services, or checks out a case study before filling out the contact form. It helped everyone stay focused on what users actually needed to do — not just what the business wanted to say.

By laying it all out, it was easier to spot where people might drop off, get stuck, or get confused. Each step was reviewed to keep things simple, smooth, and to the point. Clear CTAs, low-friction forms, and smart layout choices made the journey feel easy and natural. The goal wasn’t just to look good — it was to move users forward without making them think too hard.

User flows helped map out the typical paths people take through the site — from landing on a page to clicking “Book a Free Audit.” These flows showed what happens step-by-step, whether someone clicks an ad, browses services, or checks out a case study before filling out the contact form. It helped everyone stay focused on what users actually needed to do — not just what the business wanted to say.

By laying it all out, it was easier to spot where people might drop off, get stuck, or get confused. Each step was reviewed to keep things simple, smooth, and to the point. Clear CTAs, low-friction forms, and smart layout choices made the journey feel easy and natural. The goal wasn’t just to look good — it was to move users forward without making them think too hard.

Visual Narrative

Storyboard

The storyboard helped bring the user journey to life in a more visual, human way. Instead of just talking through flows or wireframes, this step showed how a typical client might interact with the brand — from feeling frustrated with slow lead flow, to finding the site, exploring real case studies, and finally reaching out for help. Each frame focused on what the user was doing and feeling at that moment, making it easier to spot where the experience needed to build trust or offer clarity.

This approach was especially helpful for aligning tone, messaging, and visuals across the whole site. It highlighted moments of doubt, curiosity, or excitement — and made sure the design responded in a way that felt supportive and intentional. The storyboard acted like a gut-check: if the experience didn’t feel natural on paper, it probably wouldn’t feel great in real life either.

The storyboard helped bring the user journey to life in a more visual, human way. Instead of just talking through flows or wireframes, this step showed how a typical client might interact with the brand — from feeling frustrated with slow lead flow, to finding the site, exploring real case studies, and finally reaching out for help. Each frame focused on what the user was doing and feeling at that moment, making it easier to spot where the experience needed to build trust or offer clarity.

This approach was especially helpful for aligning tone, messaging, and visuals across the whole site. It highlighted moments of doubt, curiosity, or excitement — and made sure the design responded in a way that felt supportive and intentional. The storyboard acted like a gut-check: if the experience didn’t feel natural on paper, it probably wouldn’t feel great in real life either.

The storyboard helped bring the user journey to life in a more visual, human way. Instead of just talking through flows or wireframes, this step showed how a typical client might interact with the brand — from feeling frustrated with slow lead flow, to finding the site, exploring real case studies, and finally reaching out for help. Each frame focused on what the user was doing and feeling at that moment, making it easier to spot where the experience needed to build trust or offer clarity.

This approach was especially helpful for aligning tone, messaging, and visuals across the whole site. It highlighted moments of doubt, curiosity, or excitement — and made sure the design responded in a way that felt supportive and intentional. The storyboard acted like a gut-check: if the experience didn’t feel natural on paper, it probably wouldn’t feel great in real life either.

Early Exploration

Paper wireframes

Before jumping into any fancy design tools, rough paper wireframes were sketched out to explore layout ideas fast and without overthinking. These low-fidelity sketches helped map out the core structure of key pages — like the homepage, service pages, and contact flow — without getting distracted by colors, fonts, or polish. It was all about layout, flow, and hierarchy: what needs to show up first, where CTAs go, and how to guide the user without clutter.

This quick, messy phase made it easy to test a bunch of ideas before committing to anything. Some layouts felt too busy, some felt too shallow — and some just clicked. Paper wireframes kept things flexible and focused on user goals, not aesthetics. Once the right structure started to take shape, it was easier to move into digital wireframes with more confidence.

Before jumping into any fancy design tools, rough paper wireframes were sketched out to explore layout ideas fast and without overthinking. These low-fidelity sketches helped map out the core structure of key pages — like the homepage, service pages, and contact flow — without getting distracted by colors, fonts, or polish. It was all about layout, flow, and hierarchy: what needs to show up first, where CTAs go, and how to guide the user without clutter.

This quick, messy phase made it easy to test a bunch of ideas before committing to anything. Some layouts felt too busy, some felt too shallow — and some just clicked. Paper wireframes kept things flexible and focused on user goals, not aesthetics. Once the right structure started to take shape, it was easier to move into digital wireframes with more confidence.

Before jumping into any fancy design tools, rough paper wireframes were sketched out to explore layout ideas fast and without overthinking. These low-fidelity sketches helped map out the core structure of key pages — like the homepage, service pages, and contact flow — without getting distracted by colors, fonts, or polish. It was all about layout, flow, and hierarchy: what needs to show up first, where CTAs go, and how to guide the user without clutter.

This quick, messy phase made it easy to test a bunch of ideas before committing to anything. Some layouts felt too busy, some felt too shallow — and some just clicked. Paper wireframes kept things flexible and focused on user goals, not aesthetics. Once the right structure started to take shape, it was easier to move into digital wireframes with more confidence.

Content Architecture

Sitemap

The sitemap laid out the full structure of the website in a simple, visual way. It helped map out how everything connected — main pages, subpages, and the paths users would take to get from one section to another. This step made sure nothing was buried, duplicated, or confusing. It also helped prioritize which pages needed to do the heavy lifting, like the homepage, service breakdowns, and the audit call-to-action.

By planning the sitemap early, the whole site stayed clean and focused. It gave the content room to breathe and kept navigation simple for users who just want answers fast. It also made sure each persona had a clear path to follow, whether they were just browsing or ready to reach out. No clutter, no dead ends — just a solid structure that supported the entire experience.

The sitemap laid out the full structure of the website in a simple, visual way. It helped map out how everything connected — main pages, subpages, and the paths users would take to get from one section to another. This step made sure nothing was buried, duplicated, or confusing. It also helped prioritize which pages needed to do the heavy lifting, like the homepage, service breakdowns, and the audit call-to-action.

By planning the sitemap early, the whole site stayed clean and focused. It gave the content room to breathe and kept navigation simple for users who just want answers fast. It also made sure each persona had a clear path to follow, whether they were just browsing or ready to reach out. No clutter, no dead ends — just a solid structure that supported the entire experience.

The sitemap laid out the full structure of the website in a simple, visual way. It helped map out how everything connected — main pages, subpages, and the paths users would take to get from one section to another. This step made sure nothing was buried, duplicated, or confusing. It also helped prioritize which pages needed to do the heavy lifting, like the homepage, service breakdowns, and the audit call-to-action.

By planning the sitemap early, the whole site stayed clean and focused. It gave the content room to breathe and kept navigation simple for users who just want answers fast. It also made sure each persona had a clear path to follow, whether they were just browsing or ready to reach out. No clutter, no dead ends — just a solid structure that supported the entire experience.

Structural Blueprint

Lo-Fi Wireframes

Once the layout ideas were solid on paper, they were translated into low-fidelity digital wireframes. These stripped-down screens focused purely on structure — no styling, colors, or final content. Just simple blocks for headlines, images, buttons, and forms. It was about making sure the flow felt right and the content had a clear hierarchy before layering on visuals.

Wireframes were built for the entire site — not just the main pages, but everything from landing pages to service subpages and case study layouts. This helped spot any weak spots in the structure early and gave the whole team a clear visual of how the experience would come together. Keeping it simple made it easier to focus on the user journey and catch things that could get messy later.

Once the layout ideas were solid on paper, they were translated into low-fidelity digital wireframes. These stripped-down screens focused purely on structure — no styling, colors, or final content. Just simple blocks for headlines, images, buttons, and forms. It was about making sure the flow felt right and the content had a clear hierarchy before layering on visuals.

Wireframes were built for the entire site — not just the main pages, but everything from landing pages to service subpages and case study layouts. This helped spot any weak spots in the structure early and gave the whole team a clear visual of how the experience would come together. Keeping it simple made it easier to focus on the user journey and catch things that could get messy later.

Once the layout ideas were solid on paper, they were translated into low-fidelity digital wireframes. These stripped-down screens focused purely on structure — no styling, colors, or final content. Just simple blocks for headlines, images, buttons, and forms. It was about making sure the flow felt right and the content had a clear hierarchy before layering on visuals.

Wireframes were built for the entire site — not just the main pages, but everything from landing pages to service subpages and case study layouts. This helped spot any weak spots in the structure early and gave the whole team a clear visual of how the experience would come together. Keeping it simple made it easier to focus on the user journey and catch things that could get messy later.

New Brand Identity

Logo Design

The old logo didn’t really match the level of work Nord Wolf was putting out. It felt a little flat and didn’t give off the right first impression — especially for an agency helping others stand out. So the goal was to design something more confident, clean, and modern. It had to look good everywhere too — on the website, in reports, across social, even on swag or print stuff if needed.

A few directions were sketched out and tested until one hit the right vibe: bold but not too loud, sharp without feeling cold. The final logo brought in strong lines and simple geometry, with just enough character to feel unique. Paired with solid typography, it gave the brand a way more polished feel — and finally looked like it belonged to an agency that knows what it’s doing.

The old logo didn’t really match the level of work Nord Wolf was putting out. It felt a little flat and didn’t give off the right first impression — especially for an agency helping others stand out. So the goal was to design something more confident, clean, and modern. It had to look good everywhere too — on the website, in reports, across social, even on swag or print stuff if needed.

A few directions were sketched out and tested until one hit the right vibe: bold but not too loud, sharp without feeling cold. The final logo brought in strong lines and simple geometry, with just enough character to feel unique. Paired with solid typography, it gave the brand a way more polished feel — and finally looked like it belonged to an agency that knows what it’s doing.

The old logo didn’t really match the level of work Nord Wolf was putting out. It felt a little flat and didn’t give off the right first impression — especially for an agency helping others stand out. So the goal was to design something more confident, clean, and modern. It had to look good everywhere too — on the website, in reports, across social, even on swag or print stuff if needed.

A few directions were sketched out and tested until one hit the right vibe: bold but not too loud, sharp without feeling cold. The final logo brought in strong lines and simple geometry, with just enough character to feel unique. Paired with solid typography, it gave the brand a way more polished feel — and finally looked like it belonged to an agency that knows what it’s doing.

Visual Design

Hi-Fi Wireframes

With the structure in place, it was time to bring the full design to life. The hi-fi wireframes built on the low-fidelity layouts by adding color, typography, spacing, and visual elements from the design system. This step showed how the final site would actually look, making it easier to fine-tune the tone, pacing, and overall visual feel before moving into development.

The new branding came through clearly across every page. Strong headlines, clear calls to action, and modern layouts gave the site a more polished, professional look. Service sections were clean and easy to scan. Case studies focused on real numbers, not fluff. Everything was designed to feel simple and approachable — especially for business owners who are short on time and just want to know if something works.

To push things further, AI-generated hero visuals were used to create a more distinct brand vibe. These scenes added depth and emotion without distracting from the content. They helped give the site a modern edge and made the first impression more memorable. The visuals weren’t just for show — they pulled users into the experience from the very first scroll.

At this point, everything started to click. Every design choice tied back to something real from earlier research. Layouts were clean, copy felt purposeful, and the visuals supported the message. The final hi-fi wireframes brought the full user experience together and made it feel like Nord Wolf was finally showing up the way it should.

With the structure in place, it was time to bring the full design to life. The hi-fi wireframes built on the low-fidelity layouts by adding color, typography, spacing, and visual elements from the design system. This step showed how the final site would actually look, making it easier to fine-tune the tone, pacing, and overall visual feel before moving into development.

The new branding came through clearly across every page. Strong headlines, clear calls to action, and modern layouts gave the site a more polished, professional look. Service sections were clean and easy to scan. Case studies focused on real numbers, not fluff. Everything was designed to feel simple and approachable — especially for business owners who are short on time and just want to know if something works.

To push things further, AI-generated hero visuals were used to create a more distinct brand vibe. These scenes added depth and emotion without distracting from the content. They helped give the site a modern edge and made the first impression more memorable. The visuals weren’t just for show — they pulled users into the experience from the very first scroll.

At this point, everything started to click. Every design choice tied back to something real from earlier research. Layouts were clean, copy felt purposeful, and the visuals supported the message. The final hi-fi wireframes brought the full user experience together and made it feel like Nord Wolf was finally showing up the way it should.

With the structure in place, it was time to bring the full design to life. The hi-fi wireframes built on the low-fidelity layouts by adding color, typography, spacing, and visual elements from the design system. This step showed how the final site would actually look, making it easier to fine-tune the tone, pacing, and overall visual feel before moving into development.

The new branding came through clearly across every page. Strong headlines, clear calls to action, and modern layouts gave the site a more polished, professional look. Service sections were clean and easy to scan. Case studies focused on real numbers, not fluff. Everything was designed to feel simple and approachable — especially for business owners who are short on time and just want to know if something works.

To push things further, AI-generated hero visuals were used to create a more distinct brand vibe. These scenes added depth and emotion without distracting from the content. They helped give the site a modern edge and made the first impression more memorable. The visuals weren’t just for show — they pulled users into the experience from the very first scroll.

At this point, everything started to click. Every design choice tied back to something real from earlier research. Layouts were clean, copy felt purposeful, and the visuals supported the message. The final hi-fi wireframes brought the full user experience together and made it feel like Nord Wolf was finally showing up the way it should.

I am open to any projects and opportunities!

andrew.stark.space@gmail.com

I am open to any projects and opportunities!

andrew.stark.space@gmail.com

I am open to any projects and opportunities!

andrew.stark.space@gmail.com

I am open to any projects and opportunities!

andrew.stark.space@gmail.com