B2B
Spearhead
Website redesign with improved storytelling for a leading manufacturing company
Objective
Spearhead wanted to improve its brand messaging and portfolio positioning to better convey its leadership in the digital fabrication space. They needed support in communicating their company values and mission through digital channels.
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
- Team Alignment Workshop
- Personas
The challenge
Spearhead was successfully growing and building unique timberframe constructions, but their website didn’t showcase their skills.
The team wanted to highlight their leadership and innovation in the industry.
While they understood their values and direction, they struggled to communicate their expertise to their diverse audience.
Before moving on with design, we needed to clarify the website’s purpose and the messages it should convey.
Approach
Step 1: Discovery & Customer Journey Workshop
I facilitated a full-day, in-person workshop that brought together team members from across the business—design, engineering, and leadership.
We explored three things in this workshop:
Business direction & vision
Where Spearhead is going, what they stand for, and how they want to be perceived.
Customer & website audience
We listed all website audiences and defined what each group actually cares about, from end-customers to partners to job seekers.
Information needs
For every audience, we mapped out:
what they’re trying to learn
what questions they bring
what actions they need to take
which touch points they have before and after the website
As a result of the workshop we gained:
- clear content priorities (what information mattered most)
- a digital channel strategy (what touchpoints to use for what type of content)
- Team alignment & motivation (a sense of responsibility and ownership)
- Knowledge sharing (seeing the bigger picture and learning from different perspectives)
“That was the best workshop we’ve ever had.”
Spearhead team member
Step 2: Turning insights into a Website Structure
With the workshop work in place, I created a high-level information architecture that reflected:
audience needs
the natural flow of decision-making
key messages and proof points
and Spearhead’s unique balance of craft and innovation
This structure became the north star for design, content, and storytelling.
The project did more than shape a website. It gave Spearhead:
a shared understanding of what the website is for
a clear direction grounded in audience needs
confident messaging
and a content strategy they can use beyond the website
It turned a vague redesign brief into a focused plan the whole team stands behind.
“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.”
Related Work
