For new projects & collaboration opportunities:
Say Hello
For insights & ideas:
Sign up for our newsletter
For good vibes:
Share this article
If you stop by often, you may have noticed that things look a little different around here. We’re glad to finally share the results of our summer project—we updated our website!
Now, you might be wondering: why did we decide to update our website? After all, our last website was perfectly fine. The answer lies somewhere between creative restlessness and strategic evolution, with a healthy dose of self-awareness that comes with being in the business of making things beautiful and functional for others.
There are a few reasons we found ourselves knee-deep in design mockups when we could have been at the beach like normal people.
First, we genuinely enjoy our work—brand design, wordsmithing, the whole creative symphony. When you love what you do, that enthusiasm has a way of spilling over into every corner of your professional life. As we work on client projects, we learn new skills, discover shiny new tools, and inevitably find ourselves itching to experiment on our own digital playground. The urge to create and refine doesn’t clock out at five—this was at the heart of our website redesign strategy.
Second, as creatives, we are our own harshest critics. Nobody scrutinizes our website quite like we do. We’re the ones who notice that when a shade of blue feels 2% too saturated, or when a headline sounds like it’s trying a little too hard to sound clever (probably me). We’re the first (and quite possibly the only) ones to spot those design or wording choices that no longer fit us quite as well as they once did.
When you love what you do and hate when it doesn’t work perfectly, it creates a compelling tension, particularly for a young company like ours. Much of our individual expertise predates Amenable itself—our beloved ampersand has only been making its mark in the world for about four years, meaning that we inhabit a liminal space where we’re simultaneously seasoned professionals and a startup still finding its voice.
There’s something both thrilling and mildly terrifying about being a young organization with strong opinions about good design. You have the confidence that comes from knowing what you’re doing, coupled with the nagging suspicion that you might still be figuring out who “you” even are. Navigating that tension became a key part of our website redesign strategy.
As we dove into this project, we found ourselves wrestling with the strategy behind our website redesign and asking deeper questions that go well beyond font choices and color palettes:
What’s the difference between motion and movement? Sometimes we mistake something new for something better.
In the same way, we can easily confuse motion (change for change’s sake, digital rearranging of deck chairs, the creative equivalent of cleaning your room by shoving everything into the closet) with genuine movement, which implies growth and upward trajectory.
With our website, we needed to ensure we were moving toward clarity, rather than just…moving. Every design decision had to survive brutal interrogation: Does this serve our clients better? Does it communicate our values more effectively? Or are we just scratching a creative itch while pretending there’s strategy involved?
The temptation to change things simply because you can is real. But restraint, we’ve learned, is often the more circumspect choice when it comes to website redesign strategy.
Are we interpreting our growing pains correctly? When you’re twelve and your knees ache, that’s normal—uncomfortable, but expected. But when you’re thirty and your knees ache, you may need to see a doctor—or at least to admit that marathon training in slides wasn’t your brightest idea.
As a young organization, we’ve had to resist overreacting to normal growing pains while remaining alert to genuine problems that need attention. Sometimes the answer is to stick it out and trust the process. Other times, the solution might be as simple as getting more potassium in your system—addressing a basic need that’s been overlooked.
Discerning the difference between temporary discomfort and fundamental misalignment requires both patience and honest self-assessment
Here’s a truth that might sting a little: boredom is rarely external. Change can feel energizing, but it’s almost never the cure for creative restlessness.
If you’re “bored” with your website, simply tossing in new colors or adding a new typeface (which, full transparency, we absolutely did) won’t fix what’s really bothering you. Those updates can be valuable evolutions, but if your updates are driven solely by aesthetic whims or the urge to chase trends, that boredom will boomerang back eventually. You’ll find yourself right back where you started, just with a different site map.
The real antidote to creative ennui lies in ensuring your brand continues to serve your mission effectively and authentically. That’s why a thoughtful website redesign strategy has to focus on deeper alignment, not just surface-level change. When your visual identity actually aligns with your values and connects meaningfully with your audience, boredom becomes irrelevant.
If, like us this summer, you’re trying to figure out when change is necessary versus when it’s just an expensive distraction, these same principles apply.
The next time you feel the irresistible urge to shake things up, pause and interrogate your motives: Are you seeking motion or movement? Are you treating growing pains as problems—or ignoring problems as growing pains? Are you solving boredom at its source, or just rearranging the symptoms? These are the kinds of questions that shape a meaningful website redesign strategy.
So, we updated our website. We added some lovely new colors, played with typography, and generally made things prettier. But more significantly, we used the process to examine who we are, where we’re headed, and how we want to show up in the world.
Welcome to the new slightly updated Amenable. We think you’re going to like what we’ve been building.
