Repositioning Pickaxe through strategy, design, and Webflow
3–5×
stronger performance and better-qualified leads over time
A full strategic and visual redesign focused on clarifying Pickaxe’s positioning, improving performance, and creating a more refined experience for both mining companies and field talent.
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the challenge
Pickaxe needed a clearer and more scalable digital presence that better communicated the value of their platform to both mining companies and geologists.
Their previous experience felt outdated, difficult to navigate, and technically limiting, making it harder to build trust and convert the right users during an important growth stage.
Their previous experience felt outdated, difficult to navigate, and technically limiting, making it harder to build trust and convert the right users during an important growth stage.
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the solution
The project began with a positioning and messaging workshop focused on clarifying Pickaxe’s value proposition and simplifying communication across the site. From there, the platform was redesigned with a more structured information architecture, refined visual direction, and clearer copy tailored to both sides of the marketplace.
Visually, the experience introduced a minimalist Swiss-inspired design system built around Helvetica Neue, restrained typography, neutral tones, and subtle GSAP interactions to create a more premium and trustworthy presence within a traditionally outdated industry.
The platform was then migrated from Bubble to Webflow to improve performance, scalability, and long-term flexibility, giving the team a more polished foundation that could evolve quickly alongside the business.
Visually, the experience introduced a minimalist Swiss-inspired design system built around Helvetica Neue, restrained typography, neutral tones, and subtle GSAP interactions to create a more premium and trustworthy presence within a traditionally outdated industry.
The platform was then migrated from Bubble to Webflow to improve performance, scalability, and long-term flexibility, giving the team a more polished foundation that could evolve quickly alongside the business.
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the result
The redesigned platform significantly improved both performance and clarity across the user experience, helping Pickaxe communicate their offering more effectively and attract better-qualified leads.
Performance improvements included:
- Largest Contentful Paint: 11.1s → 2.8s
- First Contentful Paint: 9.3s → 1.8s
- Speed Index: 12.2s → 3.0s
- Total Blocking Time: 630ms → 360ms
- Mobile Lighthouse Score: 39 → 70
- Desktop Lighthouse Score: 55 → 83
Beyond technical improvements, the new experience reduced friction during sales conversations and gave the team a more scalable digital foundation to support future growth.
Performance improvements included:
- Largest Contentful Paint: 11.1s → 2.8s
- First Contentful Paint: 9.3s → 1.8s
- Speed Index: 12.2s → 3.0s
- Total Blocking Time: 630ms → 360ms
- Mobile Lighthouse Score: 39 → 70
- Desktop Lighthouse Score: 55 → 83
Beyond technical improvements, the new experience reduced friction during sales conversations and gave the team a more scalable digital foundation to support future growth.
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What clients are saying
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“
I've worked with Bjorn on several projects over the years, and it's always been a positive experience. Building a website can get complicated, especially with multiple stakeholders involved, but Bjorn brings a steady, can-do approach that really helps keep things moving. He listens closely to what clients want and offers thoughtful, practical solutions—especially when the challenges aren’t straightforward. If you need a Webflow developer, I’d definitely recommend Bjorn—I already have, more than once.”
Anni Haugan
Product Designer - Appetite
