Forrester is one of the most respected research and advisory firms in the world. Their digital presence didn’t reflect that. We redesigned it from the ground up: visual identity, component library, and all.
Forrester’s site had grown to serve multiple audiences: analysts, enterprise buyers, and individual subscribers, without a clear hierarchy for any of them. The visual language had accumulated inconsistencies over years of independent decisions.
Before touching the design, we mapped how different users moved through the site and where they were falling off. The research shaped every structural decision downstream: what needed to be prominent, what needed to be findable, and what needed to get out of the way.
Structural thinking across content types, from vertical landing pages to insight articles and conversion flows.
Forrester had strong visual equity but no system for applying it consistently across a complex content library. The redesign built that system: a visual language specific enough to be distinctive, flexible enough to handle hundreds of content types.
Multiple visual directions testing brand expression, content density, and conversion balance.
A signature visual system blending photography, graphic elements, and data symbolism into editorial collage.
Documented the three-step process: content themes, visual metaphors, composition, so any designer could produce on-brand collage.
28+ original collage illustrations spanning Forrester's research verticals, each tied to specific content themes.
Responsive header components pairing collage illustration with vertical-specific content across breakpoints.
Forrester publishes hundreds of reports, briefs, and events per year. The design system had to make that volume manageable, for editors and marketers, not just designers. Component logic, editorial guidelines, and publishing patterns were all part of the handoff.
The final component library gave the Forrester team a foundation they could extend independently. We handed off with documentation, not just files.
Grid, color, typography, CTAs, and spacing: the atomic layer of the design system.
Composable content blocks for heroes, insights, promotional modules, and author profiles.
Body blocks, insights, articles, and promotional modules, each responsive across breakpoints.
The visual identity extended into email marketing, event invitations, and campaign materials, ensuring the brand showed up consistently wherever prospects encountered Forrester.
Campaign and event emails carrying the same visual language from site to inbox.
Component library built before page templates.
Designed to support hundreds of publishes per year.
Team could extend the system without design support.
Boston & remote
