When I joined, the company had just ended an unsuccessful agency engagement that left them with a generic, bloated website on WP Engine using Divi Builder. The site was slow, difficult to update, and couldn’t support the content velocity the business needed. We were experiencing slow load times, mobile issues, and content discovery problems.

The marketing team needed to publish urgently, sometimes breaking CVE vulnerability pages had to go live in hours, outside business hours. But most content updates required designer/developer intervention because Divi was so cumbersome.

I made the call to migrate the entire site to Bricks Builder and rebuild everything from scratch. Bricks was the most lightweight, developer-friendly, modern builder I could find—prioritizing speed, modularity, and systems thinking. This wasn’t a reskin. Because of incompatibility between Divi and Bricks, every single page needed to be reconstructed. Post content could flow into new templates, but all templates had to be built fresh.

The critical strategic decision was designing at the component level first, not the page level. I built a library of self-contained, mix-and-match content blocks that could be assembled into any page type.

Reduction in content publishing time and site speed improved by 40%+

Marketing could launch campaign pages, breaking CVE alerts, and new content independently without designer/developer support. The improved infrastructured allowed for easy implementation of react.js animations to add motion graphics directly in layout.

The system I built enabled the company to move at business velocity without compromising brand quality.

The company was moving too fast for a single designer to produce every asset. Sales needed custom pitch decks. Events needed promotional graphics. Social media needed daily content. Partnerships needed co-branded materials. 

If everything had to go through me, we’d either miss deadlines or I’d burn out. But if I just “gave people access to the brand,” we’d end up with visual chaos and off-brand content everywhere.

I made the strategic choice to meet users where they were rather than force everyone into designer tools.

Instead of giving the whole company Figma or Adobe access (which would have been a disaster), I implemented a multi-tier enablement system: Canva Enterprise for social/event graphics, Beautiful.ai for presentations, and a curated asset library on a shared drive. Each tool had different levels of guardrails based on user needs and risk.

Teams could self-serve for 80% of their needs.

Brand consistency improved because the guardrails prevented common mistakes. My team and I could focus on high-impact strategic work (campaigns, motion graphics, web design) instead of churning out slide decks and social posts.