Work About Email
Coastal Payroll - Redesigned website
Clients
Coastal Payroll / ProdX
Role
Brand Strategy / Wireframing / Creative Direction
Category
Brand Strategy & UX
Year
2025-2026

Coastal Payroll's website looked like every other payroll company. But their actual service was the opposite. Personal. Responsive. Real people picking up the phone. The site needed to feel like that before anyone ever calls.

I rebuilt the entire digital experience to match who they actually are. Not a vendor. A partner.

The Strategy
The brief was simple. Humanize every touchpoint. Make the website feel like the service. I led site architecture, wireframing, UX copywriting, and visual design across the full site. But these aren't boxes and squares. They're high-fidelity visual experiences built to feel like the finished product. The client can see exactly what they're getting before a single line of code is written.
Before & After
Before Old Coastal Payroll website - dark, cluttered, generic
After New Coastal Payroll website - clean, human, trust-building
Approach
Site Architecture
Mapped a 10-section homepage built around objection-killing and trust-building. Hero to final CTA, every section answers a real visitor question.
UX Copywriting
Wrote every headline, subhead, and CTA. Shifted the voice from corporate-generic to conversational and confident. "We're happy to talk with you" instead of "Get a demo."
Wireframing & Design
Built high-fidelity wireframes for the homepage, inner pages, and a component library. Scalable design system first, then final production.
Deliverables
Homepage Wireframe Architecture
10-section homepage spec: hero, social proof strip, three-pillar value prop, services overview, objection-kill section, process diagram, cost transparency, testimonials, regional presence, and closing CTA.
Inner Page Wireframes
Solutions, About, Contact, and Resources pages. Each with unique layouts built on the same design system. Pricing tables, team sections, FAQ accordions, and content hub with filtering.
Component Library
Full design system documentation. Buttons, form elements, cards, modals, alerts, navigation patterns, typography scale, color tokens, and spacing grid. Built for developer handoff.
UX Copy & Site Map
Complete copy for all pages. Headlines, CTAs, body copy, microcopy. Plus a site map defining page hierarchy, navigation structure, and content strategy across the full site.
View the Work
Homepage Wireframe → Inner Pages → Component Library → Live Site →
Full Rebuild
Architecture, wireframes, copy, and design system. Delivered as a visual experience, not a technical document.
71 NPS
Coastal's existing client satisfaction score. The service was already exceptional. The website needed to catch up.
Site in Production
Wireframes live. Build in progress.
ProdX - Brand Strategy & Wireframes
ProdX is a data infrastructure platform that needed a brand system and a full website rebuild. I built brand guidelines from scratch - logo usage, color system, typography, voice, and tone - then developed high-fidelity wireframes for the homepage, seven inner page templates, and a complete component library. Everything built for developer handoff and designed to scale.
Before & After / ProdX
Before ProdX website - before redesign
After ProdX website - after redesign
ProdX Website Design System
ProdX Wireframes & Components →

The site isn't live yet. The wireframes are. Coastal Payroll ยท ProdX

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