A company's website is either its most powerful marketing asset or its greatest liability—when designed right, it becomes a 24/7 sales and information engine, but when poorly executed, it actively drives potential customers away before they can discover what you offer.
At both John Blue Company and Yulista, I strategically waited a full year to deeply understand each business and its competitive landscape before spearheading complete website overhauls. Working closely with local development partners, I provided all creative direction, content strategy, imagery, and video assets to ensure these digital transformations truly reflected each company's unique value proposition and market position.
Yulista's Website
When I joined Yulista, the company's digital presence was fragmented—a bare-bones five-page website with all capabilities crammed onto a single page, no visual elements, and 8 subsidiaries operated completely separate websites. I spearheaded a redesign and consolidation, approaching the entire web experience with strategic storytelling as the foundation, followed by clearly organized capabilities sections. Over the years and as we've doubled in size, I've continuously evolved the site architecture, prioritizing user experience and ensuring visitors can quickly access the most critical information about our diverse portfolio of services.
2020
2025
John Blue Company's Website
John Blue Company's website was a relic from the early internet era—outdated and functionally useless.
I led a complete website modernization, that included the development of an interactive dealer locator that revolutionized how customers found local representatives. Previously, every dealer inquiry required a phone call to our office; now customers could search a Google Maps-integrated system anytime, and use advanced filtering capabilities to find their nearest dealer instantly and on their own terms. This single feature dramatically reduced inbound calls while empowering users with 24/7 access to critical information—a true game-changer that transformed customer experience.
Original Website:
Other key improvements included a dynamic homepage carousel showcasing new products, an embedded searchable product catalog (replacing a basic PDF download), dedicated pages for mobile app access, and a centralized Resource Center housing all manuals and documentation. The result was a website that finally worked as hard as the company's 140-year legacy deserved, guiding users naturally through their journey from discovery to purchase. Five years later, my website design remains virtually unchanged, proving its enduring effectiveness and strategic foundation.
