January 2024–Ongoing
Design Lead/Art Director
3 designers, 2 devs, 2 project managers
The nav was messy, the pages were inconsistent, and users were getting lost. We took a product-minded approach by auditing the pain points, gathering best-in-class examples, and turning our findings into building blocks for a new design system.
After identifying common points of confusion, we rebuilt the navigation from the ground up—grouping content by user intent, reducing page count by over half, and making high-value info easier to access.
Working closely with marketing stakeholders, we took a content-first approach, aligning on messaging and key features page by page. This collaboration ensured that every piece of content was purposeful, clear, and ready to inform the design of each page template.
We then created a component library to centralize all design elements, enabling faster iteration and consistency across the site. By building reusable, customizable modules, we ensured the design could scale with future updates and stakeholder needs.
After finalizing components, we then transitioned to Figma for page build outs. Every screen was annotated with precise specs and interaction guidelines to facilitate a smooth, efficient hand-off to the dev team. We also used this phase to establish cohesive imagery guidelines.
We worked closely with the internal dev team to QA every page. Reviewing staging links, flagging bugs, and ensuring everything matched the designs. While some pages are still rolling out, the full launch is on track for August 2025.
Before 
After 
Event Registration Landers 
Live Events Hub 
Lists & Franchises Hub 
Ad Product Hub 
Media Kit & Calendars 
About & Leadership 
Site Nav & Footer 