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The Lab

The HudsonBec Group

Redesigning HudsonBec’s website to celebrate diversity, culture and creativity

An amplified


The HudsonBec Group is a cluster of companies directed towards the shared goal of enabling creativity. The aim of this project was to redesign their website to better demonstrate the HudsonBec Group’s diversity, culture, and approach to creativity, collaborators and clients. The previous website featured a simple yet interesting typographic design. We wanted to retain some of this creative direction while giving their audience a better idea of the HudsonBec Group’s work and what they stand for.


From the initial brief to launching the site, we worked in close partnership with the HudsonBec Group, which gave us the opportunity to push boundaries with the design and technology.

We started by identifying the key objectives that the HudsonBec Group wanted to achieve and the areas in which the previous site was lacking. We used this as the foundation for our design decisions.

We believe in the power of collaboration, both within our team and with clients. Rather than leave different departments to work in isolation, our initial research sessions brought together our design, development, strategy and communication minds.

These cross-functional meetings were as exciting as they were productive, yielding ideas on how to best demonstrate the Group values. From there we worked closely with the HudsonBec Group, using regular check-ins to shape the design and communication of the site in a way that speaks to the essence of their brand while presenting information in a dynamic way.

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Find out more
(Be curious)

We are inherently interested to learn about new things. So, if we don’t know the answer to a question, or are unsure of why a client has chosen a certain strategy, we ask. If we are interested in something, we look for ways to discover more about it. This knowledge gives us the confidence to do our jobs brilliantly.

Embrace the new
(Be brave)

We are excited about what’s next, even if it's a little unknown. From a new technology in a project through to the opportunity to take on responsibility slightly outside of our comfort zone. We know bravery and embracing change will lead to brilliant things.

Make it happen
(Be proactive)

We are committed and excited about our work. Rather than wait for the answers, or for permission to do something, we take the initiative and learn through doing.

Result and impact

The resulting website built upon the successful elements of the previous site and refined them. The outcome is a bold and engaging design that incorporates splashes of color, a striking typographic mix, and interactive images.


Making the navigation clearer so the user can see how many pages are on the site and which page they are on.


Showcasing more of the work produced by the four companies within the Group.


Highlighting the clients they work with, press achieved and awards won.

We also incorporated subtle and playful ways for the user to interact with elements on the page, playing with the distinction between print and digital with movable cards, scroll animations and changing cursors.

An important new area on the site is the impact section, which the HudsonBec Group wanted to stand out. To show impact, we displayed the key stats — such as people reached, creatives championed and opportunities created. We took a fresh approach to the navigation, allowing the viewer to dynamically explore each of these central pillars and their objectives for the future.


Wide-ranging collaboration characterized this project to reimagine the earlier website. Through closely working with the HudsonBec Group, and with the design and development work happening in parallel, we were able to align on communication and design direction. This allowed us to create a smooth, playful and engaging experience for the user that better demonstrates the work of the HudsonBec Group and the companies within it.

“A really enjoyable project from start to finish that was collaborative and transparent throughout. Working in an iterative, live approach allowed us to start seeing the site come together from day one and helped in the discussion and solution of problems as they came up along the way.”

Will Hudson
Co-founder and Director of
HudsonBec Group Logo


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