Elevating Mole Street’s Digital Presence
Digging up conversions
Mole Street aimed to re-establish its digital presence with a brand and website that better reflected its expertise and position as a modern thought leader.
As lead designer, I directed a comprehensive rebrand and website overhaul, from audit to execution. This included a refined visual system, scalable page templates, streamlined navigation, and CMS enhancements. We began with a full audit of the legacy experience, identified reusable elements, and aligned new UX solutions with business goals. The result was a strategic digital platform built for scalability, usability, and growth.
Our most recent data shows that we have dramatically increased qualified lead conversion through form submissions on the website since launching in mid-March.
BRAND IDENTITY SYSTEM , UX OPTIMIZATION, PRODUCT DESIGN
2024
The Challenge
The original site suffered from:
-
Inconsistent branding that diluted Mole Street’s market perception
-
An outdated and rigid CMS, making content updates difficult and time-consuming
-
Static modules that couldn’t adapt to evolving content needs
-
A bloated color palette and unfocused UI that distracted from core messaging
The challenge was not only to elevate the visual identity and user experience, but also to create a robust, modular system that allowed Mole Street’s content and marketing teams to operate more efficiently and creatively.
Objectives
The primary objective was to realign Mole Street’s digital presence to better reflect its expertise and position as a forward-thinking leader in the industry. This involved developing a cohesive brand identity and a versatile website framework that could adapt to evolving content needs while maintaining clarity and consistency. Emphasis was placed on creating a streamlined user experience that would support both pre- and post-sales engagement, ensuring that clients and prospects alike could navigate the platform intuitively. Additionally, the project aimed to empower the internal team with flexible content management tools, enabling them to independently update and manage site content without ongoing design or development support. Throughout, the goal was to craft a strategic, scalable solution that would reinforce Mole Street’s thought leadership and drive sustained business growth.
Strategic Brand Realignment
The project began with the need to reposition Mole Street’s digital presence to reflect its expertise and modern leadership. This required a refreshed brand identity and a website experience that communicated clarity, professionalism, and forward-thinking values.
Scalable CMS
A core focus was designing a flexible website framework that could evolve with the brand. The site was built to support both pre- and post-sales engagement, offering an intuitive, streamlined experience for clients and prospects navigating the platform.
Empowered Teams
To ensure long-term usability, the website included robust content management tools for the Mole Street team. This allowed internal stakeholders to manage and update site content independently, reducing reliance on external design or development resources.
Discovery
We began with a comprehensive audit of the existing site, examining UX, visual design, and CMS functionality. This included a detailed evaluation of legacy components and page templates to understand what could be reused for design and code efficiency. We audited content structures and user journeys to pinpoint areas of friction and misalignment. The HubSpot CMS was closely reviewed to identify limitations and inefficiencies in the current setup. To further inform our direction, we benchmarked competitor sites and evaluated brand tone. This foundational step clarified what could be repurposed, what required rebuilding, and where the brand voice and user experience needed refinement.
Strategy & Architecture
Working closely with cross-functional stakeholders, we defined clear project goals, key performance indicators, and future content requirements. From there, I created a new sitemap and user flow designed to enhance clarity, improve accessibility, and support stronger conversion paths. We also restructured the CMS taxonomy and mapped reusable fields to ensure long-term sustainability and ease of maintenance. To empower the marketing team, We introduced flexible content zones, giving the team the ability to dynamically publish and manage content without additional design or development support.
Design Execution
Developed a modern, editorial-inspired art direction focused on clean hierarchy, breathable layouts, and restrained use of color to sharpen brand presence and visual confidence.
Refined Art Direction
Reduced and systematized the color palette to support attention hierarchy and brand consistency.
Simplified Visual Language
Created a modular template system to accommodate case studies, service pages, insights, and thought leadership content
9 Scalable Page Templates
Overhauled navigation for accessibility, clarity, and mobile-first performance
Navigation Redesign
Integrated Breeze AI recommendations to maximize performance using HubSpot’s out-of-the-box components. This included optimizing module layout decisions, smart CTAs, and adaptive content delivery
HubSpot CMS Optimization
Ensured all designs were technically feasible, easy to implement, and optimized for performance across devices and browsers
Collaboration with Devs
Handoff & Support
To ensure a smooth transition from design to implementation, we delivered a fully documented design system in Figma, complete with specs, responsive behaviors, and content guidelines. The Senior Designer, Tina, played a foundational role in refining the system’s visual integrity and responsiveness across breakpoints. We collaborated closely with the development team to support the buildout, answering implementation questions and providing design refinements throughout QA. To set up Mole Street’s marketing team for success, we also created a user-friendly CMS admin guide tailored to their workflows and ran hands-on training sessions to walk the internal team through new templates, publishing workflows, and best practices. This empowered the team to confidently manage and maintain the new modular site post-launch.
Outcome
The reimagined Mole Street website is a modern, scalable platform that accurately reflects the company’s expertise and creative leadership. The refined brand direction, paired with flexible and accessible templates, elevated both user experience and internal workflows. The marketing team now has full autonomy over content creation and publishing, thanks to a streamlined CMS and modular architecture. Performance improved across the board, with faster load times, clearer information architecture, and a noticeable reduction in user friction. Most importantly, the new site positions Mole Street as a confident, forward-thinking brand ready for continued growth.
Key Takeaways:
-
Faster time-to-publish: Content updates now happen without design or dev bottlenecks
-
Improved user experience: Simplified navigation and clearer messaging led to longer engagement and reduced bounce rates
-
Brand consistency: A cohesive look and feel across all digital touchpoints
-
Foundation for growth: The modular system allows the site to evolve with the business
View it live here.
