Because Zenbu had already been working with a designer to come up with a new aesthetic (a step I don’t recommend until we’ve worked together), I had to ‘Frankenstein’ the layout by cutting bits and pieces, moving them around, then stitching them back together with words.
In some places, the design worked as it was, but I still had to change the messaging.
For the designs that no longer worked, I had to not only change the messaging (and hierarchy), but I had to figure out which existing designs we could use in their places.
Like I mentioned above, the process is similar to a “monster surgery,” but the result is always clearer copy, a more connected narrative, and a website that’s optimized for conversion.
Once we had a clearer idea of what the pages would look like with the new hierarchy and content, I was able to complete and polish the copy, which was handed off to the designers, who made my suggested changes.