I'm excited to share the journey behind our website refresh at December Oak. As creators of digital experiences for others, we faced that familiar challenge: how to authentically represent our own vision while showing off what we can do for clients. This redesign wasn't just about looking pretty—it was about thoughtfully recalibrating how we present our ethos, expertise, and approach online.
The Catalyst for Change
Every redesign begins with recognition. For us, that meant acknowledging that while our previous site served its purpose, it no longer fully represented the studio we've become. As December Oak evolved, so too did our understanding of effective digital storytelling.
Let's be real—our old site was starting to feel a bit like that comfortable sweater you've had forever. It worked, but it wasn't exactly turning heads anymore. Plus, the web moves fast! What felt fresh a few years ago can quickly start feeling dated. We help our clients stay ahead of these shifts, so it was time to practice what we preach.
Crafting the Strategic Foundation
Before touching a single pixel, we invested time in rediscovering our core purpose. Who is December Oak today? What values drive our design decisions? We had some heart-to-hearts about what makes our studio unique and asked ourselves:
- How do we show (not just tell) what makes our approach different?
- How can we create a space that feels welcoming but still showcases our expertise?
- What do our dream clients actually need to see and feel when they visit?
We wanted the site to feel like sitting down for coffee with us—professional but personal, with plenty of room for conversation.
Our target audience remained multifaceted—potential clients seeking design partners, fellow creatives looking for collaboration, and curious minds interested in our approach. The redesign needed to speak differently to each while maintaining a coherent voice.
The Design Journey
Research is honestly one of our favorite parts of any project. We explored not just what other studios are doing, but the psychology behind digital interaction—how visitors actually engage with studio sites and what builds confidence in a creative partnership.
Our wireframing phase became an exercise in restraint. "Do we need this?" became our favorite question. We challenged ourselves to communicate more with less, creating breathing room that allows our work and philosophy to speak without competition.
Our design system evolved from these foundations, built around principles of clarity, intention, and quiet confidence. Typography choices reflected our balance of traditional craft and contemporary thinking—like our team, some classically trained, some boldly contemporary, but working in harmony. Our refined color palette draws from the natural world that inspired our name, December Oak, with subtle seasonal shifts throughout the site, like our new light and dark mode toggle.
Key Design Decisions
The homepage establishes immediate context through deliberate pacing. Rather than frontloading with calls to action and effects, we chose a portfolio approach that feels like a warm welcome, not an information overload. The page is kept simple with intentional imagery and links to guide users through our new smaller site.
For our project showcases, we wanted to tell the stories behind the work. Because let's face it—pretty pictures are great, but understanding how we think and solve problems is what really matters when you're choosing a design partner. So we started each page with a bit of the behind the scenes of the project to immerse visitors into their story before viewing what we created as their solution.
Interactions throughout the site maintain a subtle balance—present enough to enhance engagement without distracting from content. Each hover effect, transition, and animation serves a purpose rather than just showing off. This approach reflects our belief that technology should support your message rather than overshadow it—creating moments of delight without interrupting the flow of information. Our hidden menu is a great example. We wanted visitors to have both options to explore the site and navigate at their leisure but also get to their destination quickly.
We made sure everything feels just as thoughtful on your phone as on a desktop. No afterthought mobile experience here—we know great ideas can strike anywhere!
The Outcome and Forward Vision
Our new site feels like us—thoughtful but not stuffy, professional but with personality. We're seeing visitors spending more time exploring our case studies and reaching out with projects that truly align with our strengths.
The best part? It finally feels like walking into our actual studio—you get a sense of who we are, how we think, and whether we'd be a good fit for your project.
We want to thank our developer on this project, Standard Operations, for bringing out dream to life.
This launch marks not an endpoint but a new beginning. The site will evolve alongside our studio, with planned enhancements to our blog as we continue to share insights and project showcase as we work with more amazing clients. Like any thoughtful design, it will grow and adapt while maintaining its essential character.
We've shared our own redesign journey, but maybe you're thinking about the next evolution of your website. Whether you're starting from scratch or refreshing an existing site, we'd love to bring the same thoughtful approach to your project.
At December Oak, we believe your digital presence should be more than just visually stunning—it should strategically connect with your audience and authentically represent who you are. Ready to start the conversation? Let's explore how we can create something meaningful together. Reach out, and let's discuss how we can help you build a digital presence that truly works for your business.
