Strategic Website Redesign for a Leadership & Development Consultancy
Client
Gump
Deliverables
Webdesign & Webflow Development
My role
Webdesign & Webflow Development
In Collaboration with:
Studio Label C (branding)
From Rebrand to Repositioning
After completing their rebrand, Gump faced a new challenge: their visual identity had matured, but their website structure no longer reflected their level of expertise. Over the years, programs had grown organically. Pages were structured by audience type rather than expertise. Content overlapped. Positioning felt fragmented between corporate trajectories and individual programs.The ambition was clear: create a strategic digital foundation that would clarify their expertise, strengthen authority, and support long-term growth.
A Strategic Foundation First
Rather than jumping straight into design, we started with a collaborative strategy workshop. Together with the team, we mapped: Core positioning and differentiators, target audience prioritization, overlaps and inconsistencies in current content, long-term scalability of programs and SEO and conversion considerations.A key outcome was a structural shift: organizing the website around expertise areas, instead of segmenting by audience. This reframing simplified the story. It made Gump’s knowledge more tangible and created a logical foundation for growth.
Designing from Values
Gump stands for clarity, authenticity, and genuine human development. A strong belief in the power of self-reflection lies at the core of their work. Much of that reflection happens outside traditional office settings, often in nature, where distance creates perspective.Through inspiration sessions with the team, we translated these values into a visual direction that feels calm, grounded, and sincere. Nature elements were subtly integrated into the design to reflect their way of working and thinking. The use of space, restrained typography, and balanced composition reinforces a sense of depth and focus.
