ArtVersion was recently featured in a Mashable NL article titled “Art Version doesn’t just redesign websites for well-known brands—they completely rebuild brand relevance.” The article explores how we approach brand transformation through a strategic and experience-focused lens, emphasizing that digital design today is about much more than aesthetics.
As a team, we believe that brand brand refresh begins with listening. Our Executive Director of Design, Erin Lentz, and Art Director, Petra Campbell, shared our collaborative methodology—starting with deep research, stakeholder interviews, and identifying areas where friction exists within a brand’s current communication and experience. From that foundation, we build integrated systems that align business objectives, user experience, and a brand’s evolving identity.
Mashable NL highlighted how our process includes workshops with both leadership and operational teams, as well as input from marketing, product, sales, and customer service. This inclusive approach gives us a holistic understanding of brand positioning and reveals opportunities for meaningful change.
The feature also touches on how we design scalable systems that go beyond surface-level refreshes. Every visual component (typography, motion, interaction patterns, and accessibility) is considered from the beginning. These elements aren’t added at the end for compliance. They are part of the brand story, helping to create clarity and consistency across every touchpoint.
One case study referenced in the article involved a legacy B2B brand that needed to modernize without alienating its core audience. Through a phased and collaborative effort, we created a modular brand system that honored the company’s past while positioning it for the future. Petra’s design direction allowed us to retain recognizable visual elements while giving them new relevance.
We also remain intentionally platform-agnostic in our delivery methods. Rather than steering clients toward specific technologies, we prioritize tools and frameworks that best serve the brand’s needs and its users. Whether the solution is a complex enterprise platform or a focused marketing website, our priority is always aligned with performance, usability, and long-term brand growth.
For us, design is never a one-time deliverable. It’s a system that grows with the organization. As markets shift and brands evolve, so must the frameworks that support them. The most effective branding isn’t about being louder. It’s about being clearer, more consistent, and true to the brand’s values and vision.