Axonify Website Redesign


Despite fielding a modern website, Axonify—a tech company focused on learning solutions—wasn't content with their level of online engagement. On the surface, everything was fine. The design was clean, the navigation was intuitive, and the content was valuable. But to who?

While the imagery and messaging of Axonify's website appealed to the values of business owners and CEOs, they weren't the audience Axonify needed to win over. Instead, Axonify needed to appeal to HR and L&D professionals and equip them with the information they'd need to pitch the software internally.

That's where we came in. Axonify tasked us with leading and executing their online pivot to addressing a new audience without undergoing a full redesign.

Aligning Visuals and Messaging to New Values

Like HR and L&D professionals, Axonify's primary focus is frontline employee success across all industries.

We considered the wide spectrum of industries and users while designing the homepage banner. To avoid a first impression that pigeon-holed Axonify as catering to a specific niche, we moved away from a single-image banner and instead stitched together a series of headshots showing a variety of occupations, ages, and backgrounds. To speak to Axonify's limitless industry applications, the images cycle through one by one from off the page in a seemingly endless queue.

Bright, bold colours play a role in this, too. Not only do they represent Axonify's spectrum of customers, but they help dial down the corporate tone to differentiate Axonify from its competitors. Paired with a clean and modern design, we strike a balance between fun, professional, and accessible.

We carried our strategic application of photography and colour through the website's main internal pages. By doing so, we've essentially transitioned from a buttoned-up, bottom-line focused website to one that showcases diversity while putting employee empowerment first — the common goal shared by Axonify and their prospective customers.


With Axonify applying to a wide range of industries, they rely on lengthy forms to get sales up to speed on new leads. To reduce the number of users being scared off by these massive forms, we removed unnecessary fields and broke them down into digestible sections presented one at a time. Additionally, we rephrased queries to be more conversational and less interrogative, framing the engagement as an onboarding experience rather than an administrative task.


After aligning to the values of Axonify's targeted audience, we needed to work towards warming incoming leads. Without having a demo immediately available to site users, we used screenshots to show the platform experience, strategically rendering tools and graphs to bring certain key features to the surface. While the site previously relied on corporate-toned stock imagery to appeal to the C-suite, the transition to screenshots is in line with our goal to prioritize the employee. Here, by revealing what they can expect to see as the end-user.

In addition, we've incorporated a series of subtle engagement animations and lightboxes to move beyond a static website experience to something more typical of a web app. In combination with screenshots, icon styling, and an overall clean design, we're able to use the website to project Axonify's platform experience.


Part of solving a problem is ensuring it doesn't happen again. In this case, we wanted to equip Axonify with the tools needed to address new audiences and other changes in the future.

To support this flexibility, we built over 50 custom WordPress modules enabling the Axonify team to build new pages on their own—no developer needed. Furthermore, the custom nature of these modules ensures all new pages maintain the aesthetic of the current site and stay within brand guidelines. That means new pages can be integrated seamlessly to contribute to a cohesive user experience.
With this solution, we've not only set up Axonify to be self-reliant in the future, but we've extended the shelf-life of their site by enabling it to grow alongside their business.

The final result? A colourful, diverse, and modern website that puts Axonify's learning solution on display and speaks to their L&D and HR audience's challenges directly.

Axonify Website Redesign

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Axonify Website Redesign