Mar 01, 2011

The Journey is the Destination: Redesigning

Maria Giudice's picture
Maria Giudice
CEO & Founder

Website redesigns are a painstaking and transformative process involving lots of soul-searching, redefinition and reflection on things like vision, values and goals, and of course, creative exploration and expression. A redesign requires long-term envisioning and realistic short-term goal-setting. It’s about trying new things and being wrong sometimes. And through the journey, learning even more about who you are and the value you provide for your customers.

We ask a lot of ourselves and of our partners through one of these redesign projects. The recent redesign of this site,, really brought it home for us.

If you think it’s hard to get everyone in your company aligned around something as supposedly simple as the choice of a single word or a color palette, imagine being one of a team of 10 designers, producers, and technologists who had to satisfy one another... and the other 40 brilliant and opinionated people who work at Hot Studio! Let me tell you, it was not an easy task.

And yet, redesigns are a natural and necessary reflection of an organization’s growth. Hot Studio has evolved over the course of our fourteen years in business. We expanded our team, hired amazing new leaders, and created ground-breaking experiences for devices that didn’t exist over a year ago. Our old site, while it had its virtues, no longer captured who we’ve become and what we’re capable of.

As we’ve counseled other leaders over the years, we knew it was important to embrace our evolution, and moreover, to make it real and tangible for anyone who visited We wanted you to know who we are now, and where we’re headed.

And while we can always improve and continue to grow even more, we're very proud that our efforts over the last year (Yes, I’ll admit it—that’s how long it took!) have resulted in this site. From the video content which introduces our team members in the personable way we like to do business, to case studies which can be sorted by business need–every little detail is a reflection of who we are and how we think.

Thanks so much for being part of our community. We value your opinions. Please do let us know what you think, and how we can make your experience with us even more enjoyable.

And don’t be afraid to embark on your own epic redesign journey. It’s so worth it.