From Cluttered to Compassionate:
Reimagining Business Buddy’s Digital Identity

Overview:

Business Buddy is a marketing agency built on clarity, support, and strategic guidance. Their existing website communicated expertise, but visually it felt dated and lacked the emotional warmth their brand expresses across social channels. My goal was to rebuild their digital presence into a modern, intuitive, and emotionally resonant experience that reflects their mission: Define. Develop. Future‑Proof.

The Challenge

The previous site felt visually cold and structurally cluttered. While the content communicated expertise, the layout didn’t reflect the agency’s personality or their empathetic, hands‑on approach to helping small businesses grow.

 

The Process:

To reduce pressure and build clarity, I used a Low‑Stakes Iteration Framework:

1. The Inspiration — The Human Touch

The visual direction drew from soft neutrals, warm blues (a nod to their existing brand color)2, and textures that evoke trust, clarity, and guidance.

  • Soft greens → growth and safety

  • Warm blues → reliability and strategy

  • Clean neutrals → simplicity and calm

2. The “Fox” Factor

My signature design philosophy — making interfaces feel supportive and intuitive — guided the redesign. Every interaction was shaped to feel like a “buddy” walking alongside the user, not a corporate wall of information.

 

3. The Transformation — The “After”

The new homepage introduces a modern, airy layout with clear hierarchy, generous white space, and emotionally resonant messaging.

ComparisonKey improvements include:

  • White space that lets content breathe

  • Streamlined navigation that reduces cognitive load

  • Stronger visual storytelling through imagery and typography

The Impact

Qualitative

“The client felt the new design finally represented their true mission.”
The redesign aligned their digital presence with the warmth and clarity they express in person and across social media.

Quantitative

  • Lower bounce rates

  • Higher engagement

  • Clearer user pathways leading to more conversions