pickaxe
Crafted a full redesign, from strategy to development, that clarified their message, increased lead quality, and made the site perform 3–5× better.
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the challenge
Pickaxe was struggling to clearly communicate their offering and convert traffic into signups. The site was slow, confusing, and outdated, with messaging that didn’t resonate with their audience.
They needed a strategic redesign, from core messaging to structure and visual identity, that could support their next stage of growth.
They needed a strategic redesign, from core messaging to structure and visual identity, that could support their next stage of growth.
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the solution
We kicked things off with a strategy and messaging workshop to align the team on positioning. From there, we developed a clear site structure and copy that communicated Pickaxe’s value to mining companies and field talent, emphasising ease of use and benefits.
Visually, we introduced a minimalist, Swiss-inspired design system using Helvetica Neue, neutral tones, and subtle GSAP animations to create a premium, professional feel that stands out in an over-saturated market space.
On the technical side, we migrated the site from Bubble to Webflow to drastically improve performance, provide a more polished user experience, and give the team flexibility to iterate quickly during the startup phase.
Visually, we introduced a minimalist, Swiss-inspired design system using Helvetica Neue, neutral tones, and subtle GSAP animations to create a premium, professional feel that stands out in an over-saturated market space.
On the technical side, we migrated the site from Bubble to Webflow to drastically improve performance, provide a more polished user experience, and give the team flexibility to iterate quickly during the startup phase.
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the result
The new Pickaxe website performs 3–5× better now, is easier to navigate, and built to convert.
- 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%)
Pickaxe now receives better qualified leads and spends less time explaining their product to prospects, thanks to a clearer message and improved UX. The new site helps them to grow with confidence and iterate quickly in a fast, early-stage startup environment.
- 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%)
Pickaxe now receives better qualified leads and spends less time explaining their product to prospects, thanks to a clearer message and improved UX. The new site helps them to grow with confidence and iterate quickly in a fast, early-stage startup environment.
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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
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