A Retrospective on the 2021 Fresh Website Redesign

Create the Future Together

Where we were, and where we’ve arrived

You’ve probably never seen the website design below. It’s our homepage from 2009—twelve years ago—when Fresh had been in business for just two years.

A few things stand out:

  1. Our mission has evolved, but core elements remain the same, like our emphasis on assembling diverse talent, thinking outside the box, and harnessing the best technology available as we carry out our work.
  2. We continue creating compelling customer experiences externally, and we innovate internally to optimize our processes and workflows.
  3. Our emphasis on “fresh” is as important now as it was a decade ago. We continue focusing on vitalizing business and technology by way of innovative thinking, creativity, and efficient production.

If you put our old website side-by-side with today’s, it’s clear that we’ve grown vastly as strategists, web designers, and visual creatives. But the heart of our mission is consistent: we’re a growing team of consultants who use technology across end-to-end services to deliver tangible business results and help other organizations flourish. 

We’ve developed our end-to-end service areas across strategy, design, software, and hardware, from design thinking workshops to virtual reality and manufacturing automation systems. We’ve served over 400 clients, taking on bigger, more complex projects than ever before, partnering with some of the most innovative companies in the world.

We’ve honed our approach as consultants to provide value more efficiently and with greater consistency.  But the origins of Fresh still exist in everything we do. That staying power is a testament to the fact that our instincts in the beginning have not only brought us to where we are in 2021 but that they’re still relevant and will be integral in carrying us into the future alongside our clients and partners.

Helping companies stay fresh, position themselves on the leading edge, and take calculated risks is as important now as ever.

The power of a creative journey

Here are a few quick stats about what it took to complete our 2021 website redesign:

  • 30+ core contributors
  • 200+ new pages to communicate our experience, services, and thought leadership
  • 14 months of conceptualizing, designing, building, and refining until we launched the finished product

Not all websites need to be as big as ours, but we wanted to provide proof of what we can offer to clients. We wanted to illustrate the fact that our approach to doing business yields amazing products: a showcase for what we offer clients, partners, and employees.

The amount of thought and ideation under the hood is extensive.

Following the same process we recommend for clients, we analyzed ten areas of the previous iteration of our website, scored it, and prioritized focuses. Take the three following examples.

Reimagined visuals

Previous versions of our site reflected years of iteration and organizational pivots. A considerable amount of the content on our new site is refined and repurposed, but the design is more unified, with visuals, typography, color, and style reflective of the modern sophistication of the Fresh brand.

Effective, logical structure

We’ve shifted “Resources” to “Insights,” creating a hub for thought leadership with more logical filtering and easier-to-use navigation. This is just one instance of how taking an existing body of content and reorganizing it creates a better, more intuitive user experience.

An emphasis on user experience

Filtering on the site is vastly improved. Logical grouping of content, without excessive input required on the part of the user (like checking boxes or navigating dropdowns), leads to more effective “recognition and recall.” Users can easily find their way around after spending a few seconds getting situated.

The revamped website is a reflection of our brand and our meticulous approach to strategy, design, software development, and engineering. Knowing how important it was to stick the landing, we gave the 2021 redesign the attention it deserved.

The result was a collaborative, creative journey where the voyage was as important as the destination.

Harness the power of technology and create what’s next

Whether you’re looking to implement compelling customer experiences, develop landscape-shifting software, automate your industry, or join our talented team, we can’t wait to connect. Underlying every line of code we write, every graphical element we design, and every brand touchpoint we create is a common denominator: 


So let’s create the future together. A human-future. A collaborative future. A future of diverse trajectories, where destinations are sought, but the journey is prioritized. 

A voyage that’s forward-thinking, human-centered, and always fresh.


Ben Spencer

Content Strategist

Ben has a passion for blending design and writing into a cohesive product narrative. An advocate for research, strategy, and discovery at the front end of any project, Ben excels in high-level thinking about how to most effectively tell a brand’s story in an authentic and relevant way.

Ben received Bachelor’s degrees in Film Studies and Religion from Whitman College, as well as a Master’s in Education from Lipscomb University. He studied UX Design and Content Strategy at General Assembly before joining Fresh’s team in January 2016.

Outside of work, Ben enjoys reading voraciously, watching horror movies, playing video games, and building his skill as an aspiring novelist. He spends every second he can with his wife and his two beloved Boxer dogs, California and Tennessee.