pickaxe

Pickaxe was struggling to communicate what they do and convert visitors into users. Their website felt unclear, outdated, and slow, with messaging that didn’t resonate and a structure that left users confused. They reached out for a complete redesign and strategy collaboration.

I kicked off the project by analyzing their competitors, industry positioning, and product flow. From there, I led a strategy session with the team to clarify their message and build a structure that explains how Pickaxe works and why it matters.

We redefined the content hierarchy to highlight key benefits for both sides of the marketplace, introduced clear CTAs, and showcased the platform’s ease of use through product visuals. I created wireframes to align on layout and flow, then moved into art direction: a minimalist, Swiss-inspired design system using Helvetica Neue, neutral tones, and subtle GSAP animations to reinforce clarity and professionalism.

We paired this with a performance-first Webflow build that not only looks clean but is also optimized for SEO and AEO.

The new Pickaxe website is now 3–5× faster, more intuitive, and easier to update, giving the team a site that matches the quality of their platform.

- Largest Contentful Paint: 11.1s → 2.8s (4× faster)
- First Contentful Paint: 9.3s → 1.8s (5.1× faster)
- Speed Index: 12.2s → 3.0s (4× faster)
- Total Blocking Time: 630ms → 360ms (↓ 43%)
- Mobile Lighthouse Score: 39 → 70 (↑ 79%)
- Desktop Lighthouse Score: 55 → 83 (↑ 51%)

The redesign now delivers a smoother, conversion-focused experience, and aligns the brand with its next stage of growth.