The Portrade website redesign came directly through working with the internal team. From the first conversations, it was clear that the existing site no longer reflected where the company was heading.

Portrade operates in industrial production and steel construction, but their digital presence felt dated, fragmented, and difficult to navigate especially for international visitors. The goal wasn’t a cosmetic update. It was to rebuild the site with a clearer structure, stronger visual hierarchy, and a more confident, modern presence, while staying grounded in the brand’s core identity.

The site needed to communicate reliability and scale without feeling heavy or overly technical.

Portrade speaks to multiple audiences at once:

Corporate clients looking for large-scale, reliable manufacturing

Partners and contractors evaluating technical capability

International visitors who may not be familiar with the brand

The challenge was to create a structure that felt clear and accessible for all of them without oversimplifying the content or losing technical depth.

There was limited time for formal research, so decisions were guided by existing site analytics, content structure, and direct conversations with the team about common friction points.

Early discussions focused on how the brand should feel online. The direction was clear:

Solid and trustworthy

Clean, structured, and modern

Calm rather than aggressive

Visually, the aim was to reduce density and increase clarity. The old site relied heavily on long text blocks and inconsistent layouts. The new system focuses on:

Clear sections and content grouping

Strong typographic hierarchy

Consistent spacing and rhythm

Modular layouts that scale across pages

The existing brand language was respected, while the overall system was refined to feel more contemporary and easier to scan.

The project involved a full rebuild in Framer, covering:

Homepage and hero structure

Service and capability pages

Corporate and informational pages

Contact and supporting pages

Responsive layouts for desktop and mobile

Beyond layout and visuals, content was also restructured. Copy was shortened where possible, sections were reorganized, and the overall tone was adjusted to be more direct and readable — still professional, but clearer and more approachable.

One of the main issues with the old site was cognitive load. Pages felt dense, and it wasn’t always obvious where to look or what to do next.

The focus was on:

Creating clear entry points on every page

Using hierarchy and spacing to guide attention

Breaking complex information into manageable sections

The work was done in close collaboration with the Portrade team, with quick feedback cycles and direct alignment on priorities.

Design and implementation were handled together in Framer, allowing changes to be tested and refined in real time. This made it easier to keep the design intent intact through to launch.

The final site feels more aligned with Portrade’s scale and capabilities. It’s clearer, more structured, and easier to navigate — especially for first-time visitors.

What stands out most is how the site now supports the brand rather than getting in its way. The foundation stayed the same, but the experience around it became calmer, more confident, and more usable.