WilkinGuttenplan is a full-service accounting and advisory firm serving New York and New Jersey. They engaged my agency for a comprehensive brand initiative spanning strategy, visual identity, and digital execution, with the goal of reestablishing confidence in the firm’s overall brand direction.

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

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

Unused illustration concepts and early photographic art direction from the exploration process are also shown here, reflecting the broader visual direction considered during the brand development phase.

This 25-page initiative required complex, modular page design to support widely varied content across many different service types, all intuitively interlinked throughout the site. The goal was to guide users through a few focused paths, helping them find the information they needed or connect with the right team member.