The client wanted a site that felt different from the usual insurance look. They wanted it to feel moody, modern, and simple. We explored a few directions and refined the tone across several rounds. This is the final web moodboard we landed on, setting the foundation for a design

After locking in the visual direction, I moved on to shaping the navigation and user journey. My goal was to keep it clean, intuitive, and easy to move through. At first, I placed the team under the About page, but after revisiting the user research, it became clear that the team page plays a bigger role. In this industry, the team page often acts as a secondary CTA, since users can reach out to individual members directly.

So it was important to bring that front and center. The final navigation highlights Our Team, Coverage, About Us, and Contact — making it easy for users to get to the right place without digging.

Once the structure was set, I created wireframes for each key page to define layout, content hierarchy, and user flow. The goal at this stage was to keep it clear and focused, making sure users could easily find what they need.

That first set of wireframes then evolved in the design phase — I refined layouts, added more visual rhythm, and introduced interactive elements to make the experience feel more alive and better tailored to the primary users.

I then moved into high-fidelity mockups in Figma, building out the full visual direction with typography, color, and interaction details. Since I was also developing the site in Webflow, I kept the design system flexible and realistic to implement. This made the transition to build smooth and ensured the final site stayed aligned with the original UX thinking.

On the About Us page, I wanted to create a subtle but intentional connection to the entertainment industry — without relying on typical imagery like film reels or studio shots. That’s where the idea for the glowing red light came in.

The background features a soft, pulsing red glow inspired by a recording light, the kind you see on set when the cameras are rolling. It’s familiar to anyone in the industry, but abstract enough to still feel clean and modern.

I used motion carefully — the light shifts just slightly, which helps draw focus to the content without distracting from it. It adds a sense of depth and presence to the page, making it feel alive but still calm. This small detail helps reinforce the brand’s connection to entertainment while keeping the overall layout minimal and user-friendly.

Just below the hero on the About Us page, I added an animated highlight effect to the intro text. This was inspired by a teleprompter, but reimagined in a more modern and intentional way.

Instead of having the text scroll like a traditional teleprompter, the words are highlighted line by line. This creates a subtle connection to the entertainment industry and helps guide the reader’s attention. It makes the content easier to scan and absorb.

For users in this space, often busy professionals scanning for key info, this interaction adds both clarity and personality without being too loud or distracting.

For the team page, I wanted to move away from a typical grid layout. Instead, I designed the team cards to mimic the look of a film roll, adding a visual reference that connects directly to the entertainment industry.

This layout brings a bit of personality to the page and makes it feel more dynamic, while still keeping the structure clear and easy to navigate. It’s a small detail that helps the brand stand out without overcomplicating the experience.

On the individual coverage pages, I added a spotlight effect that follows the user's mouse. This small interaction ties back to the world of production and stage lighting, creating a subtle link to the entertainment industry.

It adds a sense of movement and playfulness that makes the page feel more engaging, without getting in the way of the content. At the same time, it helps guide focus to key information and makes the overall experience feel more on-brand and polished.

I wanted the icons to feel abstract and minimal, but still carry meaning tied to each industry category, very poetic.