OVERVIEW

PennWell was a century-old B2B publishing company serving global industrial and technical markets. This project centered on a full website redesign to modernize the brand’s digital presence and better reflect its role as a trusted industry authority.

KEY CHALLENGES

The existing platform relied on an outdated design system that no longer met modern user expectations or supported responsive experiences. The challenge was to evolve the visual identity while restructuring content to feel more accessible, credible, and aligned with a global professional audience.

The project involved extensive collaboration with a large group of stakeholders across the organization, requiring ongoing presentations, alignment meetings, and iterative feedback cycles. Close coordination with PennWell’s internal development team was also essential to ensure the design vision translated effectively into a scalable digital platform.

ROLE

Creative Director at Advontemedia, leading visual design strategy, directing UX decisions, facilitating stakeholder presentations, and collaborating closely with development teams to deliver a modern, enterprise-level web experience.

YEAR

2017