New Streng Site Set for Lift-Off

It was 1998 when we took our fledgling steps onto the interwebs with our very first website. Fifteen years and five iterations later, we’re doing it again. This sixth version of our website has replaced one that served us well since 2009, a site we loved, but a site that needed to be retired.

In the past all of our sites were nicely designed but not striking, they didn’t have the umpff, the X factor, the je ne se qua, that we as a firm desired. We had always treated our website as a side project, something to get to when business was slow, but this time around we were going to try something different.

Sometimes it can be hard for designers to design for themselves because we are always questioning… “is this the best that I can do?” This website redesign is a result of months of hard work from a strong, creative group. But don’t be fooled into thinking it was easy. Just because we have great work to show and the talent to build such a site, doesn’t mean we didn’t hit some roadblocks.

“A camel is a horse designed by a committee.” – Sir Alec Issigonis

Ain’t that the truth! Streng is made up of ten team members. That’s ten different creative minds coming together and agreeing on a final product. You see the impossibility in this, right? It’s ok, you can laugh.

How did we overcome? We argued, did the silent treatment, huffed and puffed, rolled our eyes… the usual. What? You thought I would sugar coat it and say it was all fun and games? HA! No.

In all seriousness, we are professionals but still human. Our group had to find a way to come together…

So how did we do it?

We decided we were going to hire ourselves to build our website and treat this not as a side project, but like we’d treat any project that came in the door.


Our process began with completing a kickoff questionnaire that helped us dial into exactly what we were looking for. From compiling a list of sites we liked and sites we didn’t like, to generating a list of keywords that described what style we wanted our site to feel like or convey, we were able to develop a clear picture of what we wanted to accomplish.

The questionnaire compiled everyone’s input and allowed us to develop a project plan that incorporated everything we all wanted. This plan laid out the entire project from start to finish, with all of the requirements and a timeline, giving us a clear map of what we were going to build and how we were going to get there.


Design wasn’t just about Streng this time. We wanted to highlight our strength with this site, and that is our work. We weren’t just working on branding Streng here, but representing the brands and projects we help to build and create, so our design needed to be simple and easy to use with large impactful images to really make our work stand out. We wanted to tell our story not through words but through the images and the quality work we do.

We began to sketch wireframes and create moodboards. The wireframes were a basic representation of the layout and content, while the moodboards helped us establish a design direction with color, typography and visual styles.

The mood board created a clear visual direction that everyone could agree on.

We then defined a grid structure and translated the wireframes into a functioning prototype to refine the layout, dec