Evolving our brand to match the businesses we serve.
The Background
McCane Design Co has grown a lot since it first started. What began as a broad “do-it-all” marketing business naturally evolved into something more focused: helping small businesses build strategic, high-converting websites and showing up well online.
But our brand and website? They hadn’t caught up yet.
The old site didn’t fully reflect:
- The level of strategy we bring to projects
- The types of clients we love working with
- Or the results we’re capable of delivering
It worked, but it wasn’t doing us any favors.
So we decided to treat ourselves like a client.
The Goals
Before touching design, we got clear on what this new version needed to do:
- Attract better-fit clients (small businesses ready to invest in growth)
- Clearly communicate our core offers: full builds, redesigns, day rates, and strategy sessions
- Feel more elevated and intentional without losing approachability
- Simplify the user journey so people actually take action
This wasn’t just a visual refresh. It was a full strategic repositioning.
The Branding Process
Refining the Identity
The original branding got the job done, but it didn’t fully represent the direction we were heading.
We wanted something that felt:
- Clean, modern, and trustworthy
- Slightly elevated, but not intimidating
- Flexible across web, social, and digital/print pieces
The New Logo
We kept things simple on purpose.
The new logo focuses on:
- Clean typography
- Strong readability across all sizes
- A timeless feel that won’t need constant redesigning with a touch of whimsy
We paired it with subtle star elements to create a recognizable visual thread—something that feels polished but still a little fun and personal.
Color & Style Direction
The updated color palette leans colorful without , allowing client work and portfolio pieces to shine without competing for attention.
Design-wise, we focused on:
- Plenty of space
- Clear hierarchy
- Classic visual elements instead of anything overly trendy
The goal? A brand that builds trust quickly.
The Website Strategy
Simplifying the Experience
One of the biggest shifts was simplifying how people move through the site.
Instead of overwhelming visitors with everything we can do, we focused on what they actually need:
- Clear services
- Clear outcomes
- Clear next steps
We made it easy to:
- Understand who we’re for
- See how we can help
- Take action quickly
Speaking to Real Businesses
Our audience isn’t just “clients”—it’s restaurants owners, service providers, churches, manufacturers, and small business owners juggling a lot.
So we rewrote everything to sound like a real coversation:
- Less jargon
- More clarity
- More “this is exactly what you’ve been dealing with”
The Build
Platform & Flexibility
As always, we built our new site on WordPress to continue give us:
- Full control over design and performance
- Scalability as the business grows
- Flexibility for future updates, landing pages, and SEO
Performance & SEO
From the ground up, the site was built with:
- Clean structure for better indexing
- Optimized images and performance
- Strategic keyword placement (without sounding robotic)
Because a beautiful site that no one finds doesn’t help anyone.
Conversion-Focused Design
Every page was designed with intention:
- Strategic call-to-actions
- Clear service breakdowns
- Thoughtful page flow
The goal wasn’t just to “look good”—it was to convert visitors into inquiries.
The Result
The new McCane Design Co site now:
- Clearly communicates what we do and who we serve
- Attracts more aligned, ready-to-invest inquiries
- Feels like a true reflection of the quality of our work
Most importantly—it works.
Thinking About A Redesign?
If your website doesn’t reflect where your business is now, it’s probably holding you back.
We design websites that don’t just sit there. They actually help your business grow.
Let’s build something that actually works for you.
