WilkinGuttenplan is a full-service accounting and advisory firm serving New York and New Jersey. They engaged our agency for a comprehensive brand engagement, spanning strategy, visual identity, and digital execution, with a mandate to reestablish confidence in the firm’s overall brand direction.

After determining that an earlier rebrand had not met business or usability goals, I led a full brand overhaul—defining a clearer visual system and brand language—then applied that foundation across multiple touchpoints. This case study focuses specifically on the website component of that broader brand effort.

For the website, we began with Hotjar-driven user behavior analysis to identify friction points and inform strategic wireframes. These insights shaped a series of refined design concepts, which were carried through to a fully custom WordPress build. While based on an existing theme, all core pages—including the homepage and all industries and services sections—were extensively customized to support the updated brand system and improve clarity, usability, and cohesion.