The redesign and evolution of a brand’s digital presence

In Q2 2023, Flywire embarked on a major website redesign to refresh its look, improve UX, and align with the evolving needs of its expanding audience. As the Director of Digital and Design, I led the effort, collaborating with an external agency while ensuring internal consistency across all digital and brand touchpoints. This case study explores how strategic design leadership, agency management, and cross-functional collaboration resulted in a scalable and future-proof digital presence.

New homepage design following the latest redesign project.

Challenge

The existing website, built on CraftCMS, had supported Flywire through key milestones, including its IPO, but needed a refresh to better serve expanded audiences and improve content flexibility.
The redesign needed to integrate UX enhancements, modernize the design system, and maintain accessibility compliance.
Managing external agency collaboration while ensuring alignment with internal brand and marketing teams.
Expanding and adapting the new visual language beyond the website, including marketing assets, event branding, and digital campaigns.

Challenge

The existing website, built on CraftCMS, had supported Flywire through key milestones, including its IPO, but needed a refresh to better serve expanded audiences and improve content flexibility.
The redesign needed to integrate UX enhancements, modernize the design system, and maintain accessibility compliance.
Managing external agency collaboration while ensuring alignment with internal brand and marketing teams.
Expanding and adapting the new visual language beyond the website, including marketing assets, event branding, and digital campaigns.

Homepage design prior to the latest redesign project.

Approach & execution

Strategic redesign & agency collaboration:

Partnered with an external agency for UX/UI updates and new design components.
Conducted stakeholder interviews and UX research to inform architecture and design decisions.
Identified pain points and opportunities to improve user experience and content architecture.
Provided creative direction while working closely with the agency’s designers and developers to ensure alignment with Flywire’s brand.

Design & development collaboration:

Worked closely with the agency’s design team, reviewing concepts and ensuring brand consistency.
Provided direct input on UI/UX decisions, accessibility improvements, and content structuring.
Managed implementation, testing, and launch, ensuring smooth execution.

Design & development collaboration:

Worked closely with the agency’s design team, reviewing concepts and ensuring brand consistency.
Provided direct input on UI/UX decisions, accessibility improvements, and content structuring.
Managed implementation, testing, and launch, ensuring smooth execution.

A comparison of the homepage designs, before and after the redesign.

Scaling the new design across the brand:

Extended the redesigned UI to marketing assets, social media, email templates, and ad creatives.
Led the creation of updated digital marketing materials.
Integrated the new brand elements into event microsites, client resources, and other digital experiences.

Scaling the new design across the brand:

Extended the redesigned UI to marketing assets, social media, email templates, and ad creatives.
Led the creation of updated digital marketing materials.
Integrated the new brand elements into event microsites, client resources, and other digital experiences.

Open Graph images, before and after the redesign.

Ensuring long-term consistency & evolution:

Established updated brand guidelines to ensure future-proof consistency.
Established processes for maintaining and evolving the design system beyond the initial launch.
Worked with internal teams to ensure ongoing accessibility compliance.
Managed ongoing iteration and enhancements based on performance metrics and a/b testing.
Provided design and development guidance for future site updates and brand extensions.

Ensuring long-term consistency & evolution:

Established updated brand guidelines to ensure future-proof consistency.
Established processes for maintaining and evolving the design system beyond the initial launch.
Worked with internal teams to ensure ongoing accessibility compliance.
Managed ongoing iteration and enhancements based on performance metrics and a/b testing.
Provided design and development guidance for future site updates and brand extensions.

Revised brand guidelines, aligned with the design updates following the redesign.

Outcome & impact

Successfully launched a refreshed website that better serves Flywire’s diverse audience and business goals.
Improved brand cohesion across all digital and marketing assets.
Enhanced collaboration between internal teams and external agencies, creating a more efficient workflow for future updates.
Strengthened Flywire’s positioning through a modernized, accessible, and scalable digital experience.

Outcome & impact

Successfully launched a refreshed website that better serves Flywire’s diverse audience and business goals.
Improved brand cohesion across all digital and marketing assets.
Enhanced collaboration between internal teams and external agencies, creating a more efficient workflow for future updates.
Strengthened Flywire’s positioning through a modernized, accessible, and scalable digital experience.