Built with Webflow
Website for HR and payroll software
Max Martinez
Modernizing an established workforce brand for its next stage of growth
CoAd helps businesses navigate the complexities of workforce management through a combination of technology, expertise, and human support. The company already had decades of experience and a strong service offering. The opportunity was to make its brand and digital presence feel as modern and capable as the business behind them.
Role: Digital Designer
Scope: Creative Direction, Brand Design, Website Design, UI/UX Design, Webflow Development
Location: Bradenton, FL
Team: Charity Hudnall (CMO), Prateek Maitra (Head of Growth), Casey Marx (Director, Web Experience), Ryan Balck (Digital Marketing Manager)
Timeline: May 2026 – Present
Context: Bringing an established brand forward
Workforce management is a crowded category. Companies need help with payroll, HR, compliance, benefits, and the growing complexity of managing people—but many providers communicate those services through dated visual systems and interchangeable corporate language. CoAd had the experience and expertise. The brand needed to communicate it with more confidence. The goal was not to make the company feel like a startup. It was to modernize an established business without losing the credibility it had earned over time.
CoAd
CoAd
Direction: Balancing expertise with approachability
The new direction needed to feel professional enough for business buyers while avoiding the cold, overly corporate language common in the category. We focused on clearer hierarchy, stronger typography, more intentional use of color, and a visual system flexible enough to move between service information, thought leadership, conversion, and human stories. The result feels more contemporary without becoming trend-driven.
CoAd
CoAd
CoAd
Website: Making a complex offering easier to navigate
CoAd supports businesses across several interconnected workforce needs. The website needed to make that breadth feel useful rather than overwhelming. We reorganized the experience around clearer service paths, stronger calls to action, and more scannable content so visitors could understand where CoAd fits into their business without having to decode the entire service model first. The visual system then helped differentiate sections while keeping the experience cohesive.
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
Building for the marketing team: A system designed to keep growing
The website was developed in Webflow around reusable components and CMS structures. That gives the marketing team room to expand services, publish content, create campaigns, and evolve the site without treating every new page as a redesign project. Design and development stayed closely connected throughout the work, allowing decisions to be tested directly in the browser and refined as the system grew.
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
CoAd
Outcome: A more current expression of an established business
The work gives CoAd a stronger foundation for its next stage of growth: clearer positioning, a more contemporary visual presence, and a website system designed to evolve alongside the business. The project is still ongoing, so the system continues to expand as new needs emerge.
"I had the opportunity to work closely with Max on one of the most ambitious website projects I've led, and I can't recommend him highly enough. We completely rebuilt CoAd.com following a major rebrand, and Max took the site from wireframes through design, development, QA, and launch in just two months. What started as roughly 30 priority pages quickly grew to more than 80, and Max handled the changing scope, tight timeline, and constant collaboration with an incredible level of skill and professionalism. Max is much more than a developer who simply builds what's handed to him. He understands the full website experience and was a true partner throughout the project—thinking through UX, responsive design, technical implementation, performance, and the details that make a site feel polished. He was incredibly responsive, solution-oriented, and willing to jump in wherever needed to keep us moving forward. Launching an entirely new enterprise website on that timeline was a huge undertaking, and Max was instrumental in making it happen. Any company looking for a talented, dependable, and collaborative web developer would be lucky to have Max on their team."
— Casey Marx, Director, Web Experience at CoAd
Built on experience. Ready for exponential growth.
The goal was never to make CoAd look newer for the sake of it. It was to make decades of expertise feel relevant to the businesses choosing a workforce partner today.
Full case study: https://www.maxmartinez.com/work/coad
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Posted Aug 5, 2026
Modernizing CoAd, an established workforce management company, for its next stage of growth. I led creative direction, brand, web design, and Webflow development, taking CoAd.com from wireframes to launch in two months as the scope grew from 30 to 80+ pages.
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Timeline
May 1, 2026 - Ongoing
Clients
CoAd
