01 CASE STUDY
Wut The Fred: Building a Digital Front Door for an In-House Agency Model
Role
UX/UI Designer, Squarespace Developer, Content Strategist
Tools
Figma, Squarespace, (Fluid Engine), Apollo.io
Platform
Responsive website (desktop, tablet, mobile)
Timeline
6 months
01 OVERVIEW
“It’s not rocket science, it’s marketing.”
That was the first thing Fred said to me. The second was,
“But let’s make it look like we built the rocket.”
From the jump, I knew this brand wouldn’t fit in a template. Fred was different—an indie content shop for independent thinkers. And they needed a site to prove it.
CHALLENGE
Fred is loud, unfiltered, and radically clear about who they are. But their digital presence? Nonexistent.
The team needed a website that:
Felt like the agency: bold, confident, irreverent.
Explained what Fred does—quickly.
Converted curious scrollers into qualified leads.
Reflected the team's creative process without over-explaining it.
RESEARCH: BRAND VOICE, MEET USER BEHAVIOR
Stakeholder Interviews
I conducted open-ended interviews with the founders, creative leads, and sales team. I learned:
They wanted zero “agency-speak.”
Clients usually came through referrals, so the site had to make a great first impression but not over-sell.
The brand voice is a huge part of the value prop: approachable, authentic, real.