Re-designing the Above Digital Website – A Case Study in Brand Refresh
30th June 2026
Ten years is a long time in digital. Here’s why we decided it was time.
Let’s be honest about something. The old Above Digital website wasn’t broken. It had served us really well. A decade is a long run for any website, and ours held up. Clients found us, work came in, and the site did its job. So this wasn’t a case of something falling apart and us scrambling to fix it.
This was a choice. A deliberate one.
When you spend your days helping ambitious businesses think seriously about their brand and their digital presence, you have to hold yourself to the same standard. And when we looked at where design and development had moved over the last ten years, and where we’d moved as an agency, it became clear that the website we had was no longer a fair reflection of either.
It Wasn’t About Being Outdated. It Was About Being Honest.
The conversation we kept coming back to internally wasn’t “Does the old site still work?” It was “Does it still represent who we are and what we’re capable of?”
The answer, truthfully, was no.
Design has moved on enormously. The way great WordPress builds are architected has moved on. Our own craft, our thinking, and the quality of the work we’re producing for clients like Behave, Bountiful Cow, Grand Visual, and Talon have all moved on, too. And then there’s AI. The recent and rapid shift in how we work, how we build, and how we approach creative problem-solving felt like a line in the sand. A moment that warranted stepping back and asking: if we were starting fresh today, what would Above Digital look like?
This was the answer to that question.
Typography and Colour: Evolved, Not Replaced
Century Gothic had been part of our identity for a long time. It’s a distinctive typeface, geometric and considered, and it served us well. But it also carried a certain weight of the past. We moved to Poppins paired with Proxima Nova. The combination gives us something that feels sharp, modern, and flexible. Poppins brings geometric warmth and strong headlines. Proxima Nova brings clarity and readability at every size. Together, they reflect where we are now: confident, purposeful, and clean.
On colour, we kept what was working and pushed it further. Our yellow (#ffcd01) stays. It’s become genuinely own-able for us, and it wasn’t going anywhere. We’ve revamped our blue to #00acf4 and introduced a new accent red (#ff364a) for highlights and emphasis. The red adds energy and edge, giving us a way to direct attention without being shouty about it. The palette as a whole feels more considered and more cohesive. Same Above Digital, but with more depth.
Design Direction and the Build: Topographic Lines, WordPress Done Properly
Some things you don’t change because they’ve become part of who you are. The topographic line work that runs through our visual identity isn’t going anywhere. It connects to something bigger than aesthetics. It’s about elevation, about terrain, about the journey. So we kept it, refined it, and let it breathe more across the new design.
The development side of this project mattered just as much. WordPress has evolved significantly, and so has our approach to building within it. The way we structure, architect, and build sites today is a different proposition from where things were a decade ago: leaner, faster, more maintainable. We also built this with our own AI-enabled workflow in mind. The way we work has shifted, and our website needed to reflect that too, both in how it talks about what we do and in how it was made.
Case Studies and What This Took
Perhaps the most meaningful change is to the case studies. They’re now properly aligned with the quality and ambition of the projects we’re producing. Photography, storytelling, context: all of it elevated to sit alongside work that we’re genuinely proud of. If you haven’t looked through them recently, it’s worth a browse.
It takes a certain kind of discipline to practise what you preach, to treat your own agency as a client and go through the same process you’d take any other business through. Brief. Strategy. Design. Build. Review. Launch. We didn’t cut corners because it was our own project. If anything, we were harder on ourselves.
The result is a website that reflects where Above Digital is right now, and where we’re heading. We hope you like it. More importantly, we hope it makes you think differently about what your own website could be.
Thinking about a redesign? Let’s talk.