Spearhead
Spearhead
Spearhead: B2B Website Redesign
Crafting A Digital Vision through Team Alignment
Client
Industry
Time
Focus
Key Result
My Role
The Challenge
Spearhead was ready to grow, but their website wasn’t keeping up. They needed a clearer way to communicate who they are, what they do, and why it matters.
The Business
Spearhead is a family-owned manufacturing company based in Nelson, BC. They specialize in architectural timber and steel fabrication for iconic buildings across North America—blending old-world craftsmanship with cutting-edge digital construction methods.
What they needed:
Spearhead wanted to position itself as industry leader. The goal: shift from just showing beautiful projects to telling a clearer story about their process, values, and expertise. But the brief was broad, the vision still forming, and no one quite knew what the website needed to do—yet.
My Approach
This project wasn’t about tweaking copy or redesigning a homepage. Spearhead needed clarity: We had to create a shared vision that could guide the website’s design, content, and structure.
1. Website Discovery Workshop
I led a full-day, in-person workshop that brought together team members across departments.
The goal was to align on business objectives, audience needs, and define core website requirements.
“This wasn’t just a journey map. It was a strategy tool to bring clarity and focus.”
Workshop Structure
- Shared CEO-led business vision to create alignment
- Group exercise: Define industry leadership for Spearhead
Vision Mapping: current pain points, future goals, and required changes
Target audience persona: website needs
Assumption-based Customer Journey Mapping: define requirements and content for the website
2. Information Architecture
Following the workshop, I translated the workshop outcomes into a high-level site structure and sitemap that reflected:
Key user pathways
Content priorities based on buyer questions
Balanced brand expression—showcasing innovation and craftsmanship
The Results
✅ Team Alignment & Energy
The workshop became a turning point. It energized the team, fostered cross-functional collaboration, and received enthusiastic feedback—right up to the CEO.
“That was the best workshop we’ve ever had.”
—Spearhead team member
✅ Clear Strategic Direction
What started as a vague brief turned into a focused roadmap for website content, structure, and design direction.
✅ A Website with Purpose
The resulting website has a clear message: away from architectural end-results towards the processes, the craftsmanship and the innovative thinking behind it.
Key Takeaways
Many website projects start with assumptions and unclear goals. The Spearhead project proves that a well-structured workshop can:
Uncover hidden misalignment
Create shared understanding
Translate complexity into clarity
Define what success actually looks like
