Type 2 Creative
Selected Work #4: Type 2 Creative Revamp
Client: Type 2 Creative | Services: Freelance UX/UI/Web Design
Type 2 Creative is a New York City based marketing agency that approached me with a clear goal but a complicated starting point. They wanted a polished, professional website that could attract higher quality clients and better reflect the depth of their work. Their existing site was no longer doing that. It felt outdated, confusing, and misaligned with who they were as a company.
This project became a full transformation. I led everything from early research and rebranding through copywriting, high fidelity design, and building the final site in Webflow. It was also my first full Webflow build, which added an additional layer of complexity and growth to the project.
Key Takeaways:
Led a full website redesign from strategy through build on a brand new platform
Conducted competitive analysis, stakeholder interviews, and a full brand audit
Redesigned the brand identity including logo, color palette, and typography
Rewrote and restructured site copy to improve clarity, flow, and conversions
Designed and built a responsive Webflow site with custom animations and interactions
Delivered a polished, modern website that improved confidence, clarity, and client acquisition
Project Description
Challenge: Type 2 Creative’s previous website was working against them.
Visually, it felt dated and inconsistent, with noticeable errors and accessibility issues throughout. From a content and UX perspective, the site suffered from confusing messaging, disjointed information architecture, and unclear calls to action. It was heavily centered around food industry work, which no longer reflected the full scope of their services or the clients they wanted to attract.
Most importantly, the site did not clearly communicate what Type 2 Creative actually did or why they were different from countless other marketing agencies. As a result, conversions were low and the company struggled to attract the right type of client. This project required a near total rebuild. We transitioned away from Squarespace and started fresh on Webflow, rethinking the brand, structure, content, and overall experience from the ground up.
Process: There were several stages and phase of this project - I wore many hats!
Research & Strategy
I began the project with a deep discovery phase to understand both the business and the competitive landscape. I conducted stakeholder interviews, a full audit of the existing site, competitive analysis, and a review of inspiration sites provided by the client. I also researched platform capabilities to ensure Webflow could support the level of customization and flexibility they wanted long term. Through this process, I defined target audience personas, clarified brand tone and personality, and established emotional goals for the site. The experience needed to feel trustworthy, professional, high end, and capable without feeling cold or generic. The strategic direction truly clicked after walking through my competitive analysis and inspiration audit with the client. That conversation aligned us on what to lean into and what to intentionally avoid, and it shaped every decision that followed.
Branding & Visual Direction
With the strategy defined, I moved into a full visual refresh. I redesigned the Type 2 Creative logo, developed a new color palette, and made intentional typography choices that balanced warmth with professionalism. The goal was a brand that felt feminine but strong, polished but approachable, and multi faceted without being overwhelming. I was very intentional about what not to include. I avoided stock imagery, corporate stiffness, static layouts, repetitive modules, and accessibility pitfalls. Instead, I focused on a flexible, modern system that could evolve with the business while maintaining consistency and clarity.
UX, Information Architecture, and Content
A major part of this project was simplifying and clarifying the experience. I rewrote and heavily edited the copy provided by the client, reorganized services and page structure, and streamlined the navigation to reduce decision fatigue. I addressed accessibility issues, overly dense content, unclear CTAs, and moments where users might question the company’s capabilities or scope. One of the areas I am most proud of is the overall flow of the site. Each page was designed to guide users naturally from understanding what Type 2 Creative offers to feeling confident enough to reach out. The hero section, paired with subtle animation, sets the tone immediately and establishes credibility without shouting for attention.
Building in Webflow
This was my first full build in Webflow, and it was one of the most challenging and educational experiences of my career. I taught myself the platform end to end, including CMS structure, interactions, animations, custom forms, responsive behavior, and complex linking. The build process was not smooth. We ran into frequent technical issues, particularly around responsiveness and animation behavior across breakpoints. At times, elements would break without any visible changes, requiring deep troubleshooting with limited platform support. Despite the challenges, Webflow was the right choice for this client. They wanted more customization than Squarespace could offer, stronger SEO performance, and greater control after a previous designer relationship did not work out. In the end, the flexibility and scalability of Webflow made the struggle worth it.
Outcome and Impact
The client was overjoyed with the final result. The new site clearly communicates Type 2 Creative’s value, feels current and professional, and supports confident service pitching. Content updates are easier to manage, the brand feels cohesive and intentional, and the overall experience better reflects who they are and where they are headed. Most importantly, the site has helped them land new clients and present themselves as the capable, high caliber agency they are. What was once a liability has become a source of confidence and momentum for the business.
Process
Design Approach / Framework: For the Type 2 Creative project, I followed a Human-Centered Design process, aligned with ISO 9241-210 standards. This framework was the best fit given the scope of the work, which involved a full brand and website transformation rather than a sprint-based product build. The project required deep discovery, close collaboration with the client, and ongoing iteration across strategy, design, and development. I began by understanding the context of use through stakeholder interviews, competitive analysis, and a full audit of the existing brand and website. From there, I defined user needs, business goals, and emotional objectives to guide the experience. This informed the information architecture, content strategy, and visual direction of the site. I then produced and refined design solutions through wireframes, high-fidelity mockups, and brand assets, continuously evaluating decisions against usability, accessibility, and clarity. Once the design direction was approved, I transitioned into building the site in Webflow, iterating through responsive behavior, interactions, and animations while troubleshooting technical challenges across breakpoints. Throughout the process, I regularly evaluated and refined the experience to ensure it remained intuitive, polished, and aligned with both user expectations and business goals before launching the final site.
UX Research & Client Collaboration
Below are a few visuals showing how I partnered with my client to conduct research, uncover key insights, and shape our design strategy.
Reference from Project Coworker
"Abby is absolutely amazing. She went above and beyond to meet my needs for this project. I swear it was like she could read my mind! I am blown away by the outcome and will continue working with her for any design related needs I have. I have been recommending her to everyone I know!!!"
- Lizz Spano, Founder/CEO - Type 2 Creative