B2B
Spearhead
Website Discovery & Strategy for a Manufacturing Leader
Objective
Help Spearhead define a clear vision, structure, and content direction for their new website—transforming a broad vision into an actionable roadmap.
Company Profile
Spearhead is a family-owned manufacturing company based in Nelson, BC. They specialize in architectural timber and steel fabrication for landmark buildings across North America—blending traditional craftsmanship with digital precision.
Client
Spearhead
Industry
B2B, Fabrication
Project Time
2 months (2023)
Methods
- Customer Journey Map
- Personas
- Wireframes
The challenge
Spearhead was ready to grow, but their website wasn’t keeping pace. The team wanted to reposition the company as an industry leader—one known not just for stunning architectural work, but for the process, values, and expertise behind it.
The problem? The vision was broad and still forming. No one quite knew what the website should achieve.
Before any design could happen, the team needed clarity.
Approach
This project was less about pixels and more about alignment.
1. Website Discovery Workshop
I facilitated a full-day, in-person workshop that brought together team members from across the business—design, engineering, and leadership.
We aligned on business objectives, clarified target audiences, and defined what “industry leadership” truly meant for Spearhead.
Workshop highlights:
Shared a CEO-led vision to ground everyone in business goals
Defined the meaning of industry leadership for Spearhead’s brand
Mapped current pain points, future aspirations, and success indicators
Created assumption-based customer journeys to define website requirements and content
“That was the best workshop we’ve ever had.”
2. Information Architecture
Following the workshop, I translated insights into a high-level sitemap that reflected:
Key user pathways and priority content areas
Buyer questions across different decision stages
A balanced expression of innovation and craftsmanship
The sitemap became a strategic foundation for content creation, storytelling, and design.
The project completely reframed how Spearhead thinks about its digital presence:
- Team Alignment & Energy
The workshop became a turning point—sparking new ideas, collaboration, and excitement across departments. - Clear Strategic Direction
What started as a vague, open-ended brief turned into a focused roadmap with defined goals and content priorities. - A Website with Purpose
The new site tells a story of how Spearhead works, not just what they build—highlighting process, craftsmanship, and innovative thinking.
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Frauke helped us turn a vague idea into a clear vision. Her workshop created alignment across our entire team and gave us a roadmap that actually made sense.
