---
title: What went into the Refuel website redesign
description: Refuel Creative have recently redesigned their website, thinking outside the box to create a website that is driven by the user.
image: https://www.refuelcreative.com.au/hubfs/2025%20Blog%20Images/behind-refuel-website-redesign%20%282%29.png
---

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# What went into the Refuel website redesign

![](https://www.refuelcreative.com.au/hubfs/2025%20Blog%20Images/behind-refuel-website-redesign%20%282%29.png) 

[Thuy Nguyen](https://www.refuelcreative.com.au/blog/author/thuy-nguyen) • Published: 23 March 2025   
Last updated: 29 September 2025

[Websites](https://www.refuelcreative.com.au/blog/tag/websites) [HubSpot](https://www.refuelcreative.com.au/blog/tag/hubspot) [CMS](https://www.refuelcreative.com.au/blog/tag/cms) [Brand and identity](https://www.refuelcreative.com.au/blog/tag/brand-and-identity) [Website design and development](https://www.refuelcreative.com.au/blog/tag/website-design-and-development)

What went into the Refuel website redesign

5:55

As Refuel’s web developer, I was given the opportunity to head up the project to revive the Refuel Creative website. To make sure the website not only worked for us, but for our existing and prospective clients, I put in many, many, many hours into designing and developing the site. Now, after hearing positive feedback about it, I’m keen to share a bit more about what went on behind the scenes.

This Refuel website redesign was more than a means of increasing conversions and lead generation - it was an opportunity to share our story and take a deeper dive into our capabilities. It tells our (current and potential) clients that they are at the forefront and the heart of what we do.

## Being intentional about UI

We wanted to make sure the website had the best user experience, so I committed time to research and interview some of our clients on what they thought was needed from a marketing agency website. Taking the insights from our research and interviews, I conducted several design-thinking sprints (which are short, boxed time periods to complete a set of specific tasks or goals) to address our key challenges using User Interface (UI) design:

1. Clarify our personality and messaging
2. Site navigation and user-journeys
3. Demonstrate our digital marketing expertise

Through this iterative process, we were able to develop a solution that balanced our bold brand identity with clear, user-friendly design for digital marketing agencies.

 

### Brand colours

Our brand colours got a refresh with carefully selected tints and shades to improve accessibility while maintaining visual interest. This expanded palette allowed us to use colour more intentionally throughout the site, enhancing our storytelling and guiding users through different sections.

![Refuel's refreshed colour palette which includes multiple shades and tints for the brand, as well as a semantic colour palette](https://www.refuelcreative.com.au/hs-fs/hubfs/refuel-colours_2024.webp?width=872&height=647&name=refuel-colours_2024.webp)

### Card-based layout system

We introduced a new card-based layout system for showcasing our services and team members, making it easier for visitors to digest information at a glance. Key information like case studies and snapshot statistics now stand out with dedicated highlighting, making it easier for time-pressed visitors to find the most relevant information quickly.

![New card-style layout for showcasing services on the Refuel website](https://www.refuelcreative.com.au/hs-fs/hubfs/refuel-cards-services_square.webp?width=400&height=400&name=refuel-cards-services_square.webp)![refuel-cards-team_square](https://www.refuelcreative.com.au/hs-fs/hubfs/refuel-cards-team_square.webp?width=401&height=400&name=refuel-cards-team_square.webp)

### Showcasing what we do

When it came to our service pages, our previous design left much to be desired. So, much consideration was given to ensure that our extensive knowledge was presented in a more digestible way. We did this by adding more images and visual elements (like icons and roadmaps), as well as being more consistent with spacing.

![A section of the Refuel website which showcases a case study relevant to the service that is being offered](https://www.refuelcreative.com.au/hs-fs/hubfs/refuel-case-studies.webp?width=1851&height=694&name=refuel-case-studies.webp)

![A section of the Refuel website which uses an image carousel to showcase the variety of websites created](https://www.refuelcreative.com.au/hs-fs/hubfs/refuel-web-portfolio.webp?width=1851&height=694&name=refuel-web-portfolio.webp)

### Visual representation of who we are

A big focus of this design was including photos that were a reflection of who we are. We moved away from abstract racing graphics to incorporate more engaging photos, making the site feel more approachable and relatable.

Before:

![before-refuel-imagery](https://www.refuelcreative.com.au/hs-fs/hubfs/before-refuel-imagery.webp?width=1855&height=570&name=before-refuel-imagery.webp)

After:

![after-refuel-imagery](https://www.refuelcreative.com.au/hs-fs/hubfs/after-refuel-imagery.webp?width=1857&height=844&name=after-refuel-imagery.webp)

It was a lot of trial and error to find a photographic style that we could call our own, but we rose to the challenge and it paid off. With a flash and a lot of jolting to create high-contrast shadows and (very intentional) blur, we captured some awesome moments that added a personal touch to our website. And we didn’t stop there. In the editing studio, we enhanced the contrast, brightened the whites, and added loads of grain to give these photos more of a vintage vibe, similar to that of vintage F1 posters.

![Vintage poster – Formula 1, Grand Prix de Monaco – Galerie 1 2 3](https://g123-media.sos-ch-gva-2.exoscale-cdn.com/filer_public_thumbnails/filer_public/63/e0/63e0eebf-07b4-418f-af36-aaed2212713d/formula-1-grand-prix-de-monaco-48758-f1-affiche-ancienne.jpg__960x0_q85_subsampling-2_upscale.jpg)![Vintage Formula 1 | Monaco Grand Prix | Vintage F1 Racing | Ferrari F2000 | Vodafone | Michael Schumacher In Monaco](https://encrypted-tbn2.gstatic.com/shopping?q=tbn:ANd9GcRn5locI9-MNRae7B1ETQEKbiuYuCJFJjARaEBa-rtTaGEhrZva4KvRqU5Erk35ZPKk43HjhOwwwbFZDwm8NvyNskTIgEKqql4s2NCm-05yEJbo7ypjDKqIng&usqp=CAc)![Vintage Formula 1 | Monaco Grand Prix | Vintage F1 Racing | Ferrari F2000 | Vodafone | Michael Schumacher On The Grid](https://encrypted-tbn2.gstatic.com/shopping?q=tbn:ANd9GcTGn7B5YD_SqpRwRZJ86XeudxVa3qw6aOpOsrfkYlyLzMebmt_2Y0hn3KfzHFcCFL4iH5fecUoF8Tg3VOqC_ETHrEd5BFjADqTBE0XzemWk&usqp=CAc)

(Images sourced from Google)

![presentationA business meeting in progress with a person in a black shirt presenting information on a large screen displaying industry key findings. Colleagues seated at the table view the presentation, with colourful sticky notes visible on the wall.](https://www.refuelcreative.com.au/hs-fs/hubfs/2025%20RC%20Website%20Photos/presentation.webp?width=1025&height=577&name=presentation.webp)

![blurred-typing](https://www.refuelcreative.com.au/hs-fs/hubfs/2025%20RC%20Website%20Photos/blurred-typing.webp?width=1025&height=577&name=blurred-typing.webp)

## Maximising HubSpot Content Hub

When it came to building the site in the HubSpot Content Hub, I wanted to ensure we created something that wasn't just visually appealing but also technically robust and user-friendly for our team. I had already created two themes (which are now available on HubSpot Marketplace), so there was familiarity with what goes into creating a fully custom theme.

![content-hub-page-builder](https://www.refuelcreative.com.au/hs-fs/hubfs/content-hub-page-builder.webp?width=2207&height=1187&name=content-hub-page-builder.webp)

A major focus during development was implementing a comprehensive design system. This ensured consistency across all site elements, from typography and spacing to component styling. I created a library of custom modules that were intuitive for our team to use, making it easier for everyone to maintain the site's visual consistency while creating new content.

Template development was another crucial aspect of the build. I designed and built a suite of flexible templates that our team could easily use to create new pages without needing to start from scratch each time. This not only improved our efficiency but also maintained design consistency across the site.

Throughout the development process, I made it a priority to stay current with HubSpot CMS's latest features and capabilities. This allowed us to maximise the platform's potential and implement innovative solutions that would benefit both our team and our visitors. One example of this is being able to load custom fonts inside the theme. Now, instead of using `@font-face` or loading fonts in the theme files, our fonts would be available inside text editors.

![](https://www.refuelcreative.com.au/hs-fs/hubfs/image-png-Mar-20-2025-02-05-43-5906-AM.png?width=462&height=200&name=image-png-Mar-20-2025-02-05-43-5906-AM.png)![](https://www.refuelcreative.com.au/hs-fs/hubfs/image-png-Mar-20-2025-02-06-01-1559-AM.png?width=242&height=200&name=image-png-Mar-20-2025-02-06-01-1559-AM.png)

There were a lot of elements that would be placed on multiple pages, so I put a lot of work into using HubDB to centralise the content, and creating modules to dynamically display this data. HubDB is a really cool HubSpot tool for storing data in a spreadsheet format, which can be utilised in emails and web pages. We created HubDB tables for:

- Social media accounts
- Team members
- Case studies
- Services
- Locations and contact numbers

This allows the team to edit content in one place, ensuring that pages with similar components are always up-to-date.

![](https://www.refuelcreative.com.au/hs-fs/hubfs/image-png-Mar-20-2025-02-11-12-3959-AM.png?width=1719&height=1016&name=image-png-Mar-20-2025-02-11-12-3959-AM.png)

## A website built for you

Now that we are truly in the midst of our launch campaign, we hope that you can see the investment and dedication we’ve put into this website, and how we can give that back to you. We’re continuing to improve this website, so we invite you all to keep an eye on this space.

If you’d like to see how Refuel can power your websites, [read more](https://www.refuelcreative.com.au/what-we-do/web-design-and-development) on what we can do for you.

 

 We don't just build websites; we craft digital experiences that engage your visitors, showcase your brand, and drive results

[ Start your website journey now ** ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLKm6Th3Rp4Ka1431%2FAFnP9AAn%2BfTqabtY9QwfXxGOlf5BLXtnKVRfQwOvVaKhJSahmxNqDXQzYDtUxCul9nhtZKjR0pcA5sy18srBGGKTGdlG5Zf%2Frsa9yStOVzIftk6ir80R6cswxZEUQLYQhSOr4M6F%2FQ4xBEugXFvPuwj5%2BcoO0MD%2FBuZJ6QvBTD&portalId=4538263)

![Thuy Nguyen](https://www.refuelcreative.com.au/hubfs/2024%20Refuel%20Team/Red/thuy_bg-colour_red.jpg)

### Thuy Nguyen

Thuy has over 7 years experience in graphic design and web development (and is a self-proclaimed "Digital Aesthetician"). Thuy's winning formula is her ability to merge creative design with technical precision ensures every website performs as beautifully as it looks. From initial concept to final development, Thuy's commitment to quality and innovation drives her to create digital experiences that stay ahead of the curve.

[Read more of my blogs ** ](https://www.refuelcreative.com.au/blog/author/thuy-nguyen)

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#### The SEO myth: A new website without losing rankings

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#### Unveiling a new website that was built for you

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[Read more ** ](https://www.refuelcreative.com.au/blog/client-sites-we-refuelled-for-launch-in-2020)

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    - [AI and automation ](https://www.refuelcreative.com.au/what-we-do/ai-and-automation)
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**

 We acknowledge the Traditional Owners of country in which we work and recognise their continuing connection to land, waters and culture. We pay our respects to their Elders past, present and emerging, and acknowledge that Aboriginal sovereignty was never ceded.

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    "@type" : "ProgramMembership",
    "hostingOrganization" : {
      "@type" : "Organization",
      "name" : "HubSpot"
    },
    "programName" : "HubSpot Solutions Partner Program"
  }, {
    "@type" : "ProgramMembership",
    "hostingOrganization" : {
      "@type" : "Organization",
      "name" : "Google"
    },
    "programName" : "Google Partner Program"
  } ],
  "name" : "Refuel Creative",
  "numberOfEmployees" : {
    "@type" : "QuantitativeValue",
    "maxValue" : 15,
    "minValue" : 10
  },
  "sameAs" : [ "https://www.facebook.com/refuel.digital/", "https://www.instagram.com/refuelcreative/", "https://au.linkedin.com/company/refuel-creative", "https://www.youtube.com/@refuelcreative", "https://www.tiktok.com/@refuelcreative", "https://twitter.com/refuelcreative", "https://clutch.co/profile/refuel-creative", "https://ecosystem.hubspot.com/marketplace/solutions/refuel-creative", "https://www.designrush.com/agency/profile/refuel-creative", "https://www.crunchbase.com/organization/refuel-creative" ],
  "telephone" : "+61-1300-699-742",
  "url" : "https://www.refuelcreative.com.au"
}
```

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Thuy Nguyen"
  },
  "dateModified" : "September 29, 2025, 11:55:16 PM",
  "datePublished" : "2025-03-23 23:30:00",
  "description" : "Refuel Creative have recently redesigned their website, thinking outside the box to create a website that is driven by the user. ",
  "headline" : "What went into the Refuel website redesign",
  "image" : {
    "@type" : "ImageObject",
    "url" : "https://www.refuelcreative.com.au/hubfs/2025%20Blog%20Images/behind-refuel-website-redesign%20%282%29.png"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://www.refuelcreative.com.au/hubfs/Refuel%20TM%20Logo%20-%20Colour/Monza%20Red%20Refuel%20Logo%20SVG%20Trademarked%20RGB.svg"
    },
    "name" : "Refuel Creative"
  }
}
```

```json
{
  "@context" : "https://schema.org",
  "@id" : "https://www.refuelcreative.com.au/#localbusiness",
  "@type" : "ProfessionalService",
  "address" : {
    "@type" : "PostalAddress",
    "addressCountry" : "AU",
    "addressLocality" : "Port Adelaide",
    "addressRegion" : "SA",
    "postalCode" : "5015",
    "streetAddress" : "228A St Vincent Street"
  },
  "email" : "info@refuelcreative.com.au",
  "geo" : {
    "@type" : "GeoCoordinates",
    "latitude" : -34.8465,
    "longitude" : 138.5065
  },
  "hasOfferCatalog" : {
    "@type" : "OfferCatalog",
    "itemListElement" : [ {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Search Engine Optimisation (SEO)",
        "url" : "https://www.refuelcreative.com.au/what-we-do/search-engine-optimisation"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Web Design and Development",
        "url" : "https://www.refuelcreative.com.au/what-we-do/web-design-and-development"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "HubSpot CRM Implementation",
        "url" : "https://www.refuelcreative.com.au/what-we-do/hubspot-crm-implementation"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Digital Strategy",
        "url" : "https://www.refuelcreative.com.au/what-we-do/digital-strategy"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Marketing Automation",
        "url" : "https://www.refuelcreative.com.au/what-we-do/marketing-automation"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Google Ads and PPC Advertising",
        "url" : "https://www.refuelcreative.com.au/what-we-do/google-ads-and-ppc-advertising"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Content Marketing",
        "url" : "https://www.refuelcreative.com.au/what-we-do/content-marketing"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Social Media Marketing",
        "url" : "https://www.refuelcreative.com.au/what-we-do/social-media-marketing"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Email Marketing",
        "url" : "https://www.refuelcreative.com.au/what-we-do/email-marketing"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Video Production",
        "url" : "https://www.refuelcreative.com.au/what-we-do/video-production"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "AI and Automation",
        "url" : "https://www.refuelcreative.com.au/what-we-do/ai-and-automation"
      }
    } ],
    "name" : "Digital Marketing Services"
  },
  "image" : "https://www.refuelcreative.com.au/hubfs/refuel-creative-logo.png",
  "name" : "Refuel Creative",
  "openingHoursSpecification" : [ {
    "@type" : "OpeningHoursSpecification",
    "closes" : "14:00",
    "dayOfWeek" : "Monday",
    "opens" : "09:00"
  }, {
    "@type" : "OpeningHoursSpecification",
    "closes" : "16:00",
    "dayOfWeek" : [ "Tuesday", "Wednesday", "Thursday", "Friday" ],
    "opens" : "09:00"
  } ],
  "parentOrganization" : {
    "@id" : "https://www.refuelcreative.com.au/#organization"
  },
  "priceRange" : "$$",
  "telephone" : "+61-1300-699-742",
  "url" : "https://www.refuelcreative.com.au"
}
```