Wolf Studio Website Redesign
Milagros Mergoni
Wolf Studio Co. — Full Website Redesign
Overview
The old site communicated speed. What the studio actually sells is process and judgment. That contradiction was costing clients, and keeping the ticket lower than the work deserved.
This was a full rebuild: positioning strategy, copywriting, Figma design system, and frontend development in pure code. The goal wasn't a prettier site. It was a site that could support a higher price point and filter the right clients before the first call.
The Challenge
Three specific problems with the previous site:
The narrative started with the agency, not the client's problem. Visitors had to do the work of connecting the pitch to their own situation.
The copy emphasized speed and turnaround. The actual positioning is about craft, process, and strategic thinking.
A site that doesn't match the level of the work signals the wrong price before anyone picks up the phone.
My Role
Positioning strategy · Copywriting · Design system (Figma) · UI/UX design · Frontend development
Process
1. Copy before design
Before opening Figma, weeks went into positioning. A lot of agency references analyzed. Three strategic territories mapped. One decision that changed everything:
The headline wouldn't talk about Wolf Studio. It would name the client's problem.
"Your business has outgrown your website."
The visitor recognizes themselves before knowing who built the site. That single shift restructured the entire architecture, from portfolio logic (show work) to sales tool logic (solve a problem).
Design system before frames
Variable collections built in Figma before designing a single screen.
Color primitives. Semantic tokens for light and dark mode. Typography. Spacing. Border radius. Effects.
Any change to a primitive token updates the entire system automatically.
Color as strategy
The palette is intentionally restrained: off-white, near-black, and one accent.
The orange lives in buttons and tags throughout the site, but as a full-bleed background, it appears just once: the section that names the client's problems directly.
That single moment of full color is what gives it weight. When everything else uses neutral colors, one section taken over completely stops the scroll.
Pure code over Webflow
Wolf Studio builds client sites in Webflow, and that's a deliberate choice. For projects that need a CMS, client self-management, or long-term scalability, Webflow is the right tool. It's not a limitation; it's the correct answer for most briefs.
Challenges
Writing copy for yourself is harder than writing for a client. There's no brief to push back on bad ideas. The discipline of starting with the client's problem, not with your own identity, had to be applied to the studio itself.
The other challenge: deciding not to use Webflow. It's the studio's standard stack and the tool Wolf Studio builds client sites on. Stepping outside it for this project meant slower development and more risk. But the animations required it. The decision was uncomfortable and correct.
Outcome
wolf-studio.co - live June 2026.
This wasn't a portfolio project. It was the first Wolf Studio project where the brief, the strategy, the copy, the design system, and the code were entirely the studio's own, built to prove the positioning claimed for every client taken on.
The strongest proof of concept is the one you build for yourself.
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Posted Jun 4, 2026
Redesigned Wolf Studio's website to support higher pricing and attract the right clients.
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Timeline
Apr 1, 2026 - May 14, 2026
Clients
Wolf Studio
