SigFig, a leader in financial technology services, recognized the need for an overhaul of their digital presence to better reflect their brand and appeal to their increasingly diverse and tech-savvy customer base.


To develop and implement a comprehensive digital brand strategy, culminating in the design, development, and launch of a new headless WordPress marketing website. The goal was to enhance user experience, improve brand consistency, and increase engagement and conversion rates.

Project Overview:

1. Research and Strategy Development:

  • Analysis of Current Digital Footprint: Howell’s team conducted a thorough analysis of SigFig’s existing digital assets, including website, social media, and online marketing materials.
  • Market Research: Insights into current industry trends, competitor strategies, and target audience preferences were gathered.
  • Strategy Formulation: Based on the gathered data, Howell formulated a digital brand strategy that included messaging, visual identity, and user engagement tactics tailored to SigFig’s audience.

2. Design and Development of New Website:

  • Headless WordPress Solution: A headless WordPress architecture was chosen for its flexibility, security, and scalability.
  • User-Centric Design: The design focused on ease of use, with intuitive navigation and a clean, modern aesthetic that reflected SigFig’s innovative approach.
  • Content Strategy: Howell’s team developed a content strategy that aligned with the brand’s voice, showcasing SigFig’s expertise and building trust with users.
  • Development and Integration: The website was developed with advanced features like API integrations for real-time data, responsive design for optimal viewing on all devices, and SEO optimization.

3. Launch and Promotion:

  • Testing and Optimization: Prior to launch, extensive testing was conducted to ensure functionality across all platforms and browsers.
  • Launch Strategy: A comprehensive launch plan included targeted email marketing, social media promotion, and partnerships.
  • Post-Launch Analysis: Post-launch, the team monitored website performance, gathering data to inform future optimizations.


  • Increased Engagement: The new website saw a significant increase in user engagement metrics, including time on site and page views.
  • Higher Conversion Rates: Enhanced user experience and targeted messaging led to increased conversion rates.
  • Positive User Feedback: Users responded positively to the new design, citing ease of navigation and access to information.
  • Brand Cohesion: The updated digital presence effectively communicated SigFig’s brand identity, resulting in a more cohesive brand experience across all digital touchpoints.