Role & Scope
Website Strategy | Information Architecture | UX & Visual Design | WordPress Rebuild & Migration | Systems Integration | Client Education
Overview
The Quirky Pineapple Studio was a multicultural brand strategy and copywriting agency led by Cassandra, focused on mission-driven businesses and thought leaders. While the studio had a strong reputation and growing visibility, the website had become overly complex, technically fragile, and difficult to navigate—both for visitors and for the team behind the scenes.
They came to us looking for a complete website redesign that would bring clarity, structure, and a more professional presence, while still preserving the playful, high-energy personality the brand was known for.
The Challenge
The existing website had grown organically over time and included many moving pieces: outdated pages, broken links, overlapping offers, and a structure that no longer reflected the direction of the business. Cassandra wanted to shift toward larger B2B projects, but the site still felt geared toward smaller, scattered offerings.
The goal was to simplify the experience without losing personality, making it easy for visitors to understand what The Quirky Pineapple Studio did, who it was for, and how to work together.
Homepage redesign for The Quirky Pineapple Studio, bringing clarity, personality, and a more professional presence to support larger B2B collaborations.
My Role
I led the project end-to-end, acting as both a designer and strategic partner.
My role included:
• Clarifying the site’s structure and offer hierarchy
• Redesigning the website to support multiple audiences and services
• Leading a technically complex WordPress rebuild and migration
• Cleaning up broken links, outdated integrations, and backend inconsistencies
• Translating brand personality into clear, professional user experiences
• Guiding Cassandra through the technical aspects of the site so she felt confident managing it after launch
This was not a simple redesign. The project required careful decision-making around what content to keep, consolidate, or remove, balancing growth, professionalism, and personality throughout.
The Approach
We redesigned the website from the ground up, starting with a clear sitemap and content hierarchy. From there, we handled the full technical migration, backups, hosting checks, and cleanup, ensuring nothing was lost in the process.
The new site focused on:
• Clear service pathways and messaging
• A streamlined portfolio to showcase credibility and past work
• Improved navigation and content flow
• A structure that supported future growth and visibility
Throughout the project, we translated technical decisions into plain language so Cassandra felt informed and confident every step of the way.
Streamlined portfolio gallery designed to showcase client work clearly and support The Quirky Pineapple Studio’s shift toward larger, high-impact projects.
Outcome
After the redesign, the website became a central, cohesive home for the brand. Visitors could easily find information, explore services, and understand the studio’s value at a glance.
Since launching the new site, Cassandra shared that:
• New connections consistently complimented the site’s energy and professionalism
• The studio began attracting larger B2B clients, not just small businesses
• The website played a key role in supporting increased visibility following a TEDx talk
The result was a website that not only looked good, but actively supported the direction and growth of the business.
Reflection
This project is a great example of how clarity and structure can unlock the next level of a business. By simplifying the website and aligning it with The Quirky Pineapple Studio’s evolving goals, the site became a tool for confidence, credibility, and expansion.