Project Overview:
PROBLEM
As Upward pivoted from D2C to B2B, the website needed to follow. The existing Squarespace site was built for a different product and a different audience. It could no longer represent what Upward had become or support the partner integrations the business now depended on. I owned the full redesign, information architecture, visual refresh, interactions, and launch, on a two month deadline and a new platform I learned on the job.
APPROACH
I chose Webflow for its creative flexibility and cleaner structure, an industry standard platform that gave me the control Squarespace never could. The first task was information architecture. The old site had around 14 pages built for a D2C product. The new one needed 31, with dedicated product pages and a demo request flow built specifically for potential B2B partners reaching out for the first time.
The visual refresh refined color, typography, and imagery to reflect a brand that had evolved since the original site launched. Animations and micro-interactions were added throughout to give the site a sense of movement and cohesion, making it feel like a living product rather than a static brochure. Every page was built responsively, with mobile treated as carefully as desktop.
I worked directly with the CMO on copy throughout, iterating until everything was locked, and shipped on schedule.
REFLECTION
Of all three projects, this one felt the most personal. I designed the first version of this site too, so redesigning it myself was a full circle moment. Knowing what the original could not do made every decision in the redesign more intentional. Owning the entire project, from the first sitemap sketch to the final launch, taught me what it means to be accountable for something beyond the design file. Check it out at withupward.com ◡̈
