ArtVersion often talks about the impact of design and how it extends far beyond visuals. For us, design is never just about what a site looks like on the surface. It’s about how it functions as a system, how it communicates a brand’s story, and how it empowers people to connect with a business in meaningful ways. A redesign is rarely a cosmetic update; it’s an opportunity to realign an organization with its current identity and future direction. It’s where outdated content gets cleared away, fragmented narratives are brought into focus, and teams that once worked separately begin collaborating around a shared vision. In many cases, what starts as a request for a fresh design language evolves into a moment of transformation—one that reshapes not only the website but the way the business presents itself to the world.
That perspective is at the heart of a new Forbes article by Goran Paun, Principal and Creative Director at ArtVersion, titled “Web Redesign: It’s About Business Transformation, Not Just Aesthetics.”
In the article, Paun draws from real-world project experience, where migrating a corporate site with more than 3,000 pages revealed outdated content, misaligned branding, and siloed communications. What began as a redesign quickly became a business-wide transformation that required collaboration across departments, refinement of brand storytelling, and recalibration of messaging.
“A redesign isn’t just about making a site look better. It’s the kind of project that changes how the business runs and how people connect with it,” — Goran Paun
Key Themes from the Article
- Beyond Aesthetics: Redesigns go further than new visuals by addressing how content, technology, and design language work together.
- Change Management: Large-scale redesigns require alignment across marketing, compliance, leadership, and communications teams.
- Brand Recalibration: Corporate sites often lag behind business evolution, and redesigns serve as opportunities to update the story.
- Multi-Audience Needs: Modern websites must serve clients, recruits, investors, media, and partners while presenting a unified brand.
- Future Growth: Scalable design systems and flexible content structures ensure websites grow with the organization.
Paun emphasizes that corporate websites today are not just communication tools but business foundations, central to recruitment, culture, investor confidence, and customer engagement.
The full article is available on Forbes: Web Redesign: It’s About Business Transformation, Not Just Aesthetics