WEBSITES

A design that sells, not a design that stands out.

B2B buyers do not buy design, they buy trust. We build a visual system that strengthens your proposition, keeps your brand consistent across every page, and is buildable in HubSpot CMS (or WordPress, or headless) without compromises. No awards-bait, just pixels that hold up on a Tuesday afternoon in week 12 when marketing revises the page themselves.

Book a design call Take the Maturity scan

What do we deliver?

01
Visual identity Logo application, colour palette, typography and iconography
02
Design system in Figma Tokens, components and patterns that development takes over 1-to-1
03
High-fi designs key templates Home, pillar, service, case, blog detail in all states

The observation

A beautiful Figma file is not a working website.

Many designs look great in a Dribbble shot but fall apart with real content. A long product name, a portrait photo instead of landscape, a marketer quickly adding a section for a campaign. We do things differently: we design for the reality of variable content, scalable components and marketers who want to publish without a developer ticket in our websites approach. These are the four patterns we see in almost every design audit.

Designs fall apart in production

Beautiful hero, perfect case card. But the title is 3 lines instead of 2, the photo is portrait instead of landscape, and the text runs over the CTA button. A design system covers those variations upfront.

No brand consistency across pages

Every new campaign page looks slightly different. Different button style, different section padding. By designing components instead of individual pages, the brand holds together.

Designs are not buildable in the CMS

What takes 2 days in Figma takes 2 weeks in HubSpot because it does not fit the module model. We design from day 1 with CMS constraints in mind, without sacrificing design ambition.

Marketing does not dare to build independently

Without clear do's and don'ts, every new page becomes an email to the designer. A five-page mini-guideline solves that within a week.

Approach

Four phases over five to seven weeks.

Brand discovery, design explore, production designs and hand-over to HubSpot CMS development. Marketing and sales lead are involved from the start, not only at the final presentation.

01 Week 1

Brand discovery

Mood board, brand archetypes, competitor scan. We do not reinvent your brand, we map where you are, where you want to go and what that means visually.

02 Week 2-3

Design explore

Two to three design routes on the homepage. Each route with its own typography, colour application and visual tone. Management chooses a direction based on concept, not personal taste.

03 Week 4-5

Design system and templates

Developing the chosen route into a Figma design system and all key templates: home, pillar, service, case, blog detail. Components, variants and states. Ready for hand-over.

04 Week 6-7

Hand-over and mini-guideline

Walk-through with development, brand guidelines for marketing and design QA after launch. Everyone knows which buttons are on and which are off.

Who helps you

Designer, content strategist, CMS architect.

Sander leads the design, Dante ensures content and design align, Carsten makes sure it stays buildable in HubSpot CMS.

For the data foundation underneath, see CRM architecture.

Sander Adriaanse

Designer (lead)

Owner of the design system and visual direction. Designs in Figma with CMS constraints in mind, and maintains brand consistency across all templates.
Dante Zwanenburg

Content & brand support

Ensures copy and design align. Co-writes the mini-guideline and builds the first pages so marketing has a reference to fall back on.
Carsten Huiskamp

CMS architect

Translates the design system into HubSpot modules with the right fields and constraints. Ensures the design stays buildable down to the last pixel, even with multi-language or a Breeze agent generating content.

Case · B2B mid-market

From 40 inconsistent layouts to 15 templates from one design system

A B2B SaaS organisation had grown through campaigns to 40 different page layouts. Every new campaign got its own button styles, different section padding and a deviating hero. Brand feel was inconsistent everywhere, and marketing did not dare publish a page without a design ticket.

In six weeks we set up a design system, explored three design routes and reduced all layouts to 15 templates from the same system, linked to CRO and landing pages. With a component library with clear constraints, marketing now builds new campaign variants themselves without the design drifting. Brand consistency is back from homepage to the deepest blog detail.

What clients usually ask.

Answers you can paste straight into a management email.

How long does the design project take?

Five to seven weeks for a design system plus five key templates. For a homepage redesign only, without a system, it takes three weeks. We almost always advise the full system, otherwise you will run into consistency issues with the first campaign page anyway. Not sure where you stand? The maturity scan gives a first impression.

What does a webdesign project cost?

Our services are tailored. The price depends on the number of templates, whether we also do brand work, and whether design and development are part of one project. Book a call for a quote based on your scope, or first look at the RevOps as a Service retainer.

Can we use our own designers?

Yes, we often do that. We then work as design lead alongside your in-house designer or a freelance partner. We bring the systems thinking and CMS knowledge, your designer knows the brand and the market.

Do you also handle brand identity from scratch?

In a limited scope. Logo work, naming and brand strategy we leave to specialist brand agencies. We do apply an existing brand to web, or refresh the visual application while keeping the logo and colour.

Can we supply the content ourselves?

Yes. We design based on a content brief from the strategy phase, so it works best when content and design run in parallel. You can write it yourself, or hand copy production to us via Website content.

What if our management team wants different designs?

That is what the explore phase is for: two or three routes at concept level. Management chooses a direction, then we develop one route fully. No endless revision rounds based on taste, but a few focused feedback moments per phase.

Do you only work on HubSpot CMS?

No. The design approach is platform-agnostic. We prefer to build in HubSpot CMS (see CMS development), but the same systems thinking applies to WordPress, Webflow or headless setups.

Ready to get started?

Ready for a design that holds up in production too?

Book a call. We look at your current brand, your site and the design level in your market. You then get an honest scope and an initial direction.