Redesign Series Part 1: Why 'Working 2.0' Needed a New Home

The Honest Assessment

You know the feeling? You grow, your work changes, your convictions sharpen – but your website still tells the story from three years ago. That's exactly where we were.

Our vision was clear: Working 2.0 – AI-First, People-First, radically pragmatic. We consult on monday.com, automate with Make, build custom apps and rethink processes. All with one clear goal: less tool frustration, more flow.

The problem: our website didn't reflect any of that. Till Freitag 1.0 was solid, functional – but also interchangeable. A WordPress theme that had served its purpose but no longer matched who we'd become.

The Problem: Vision and Brand Were Drifting Apart

The old setup had concrete weaknesses:

• No distinctive branding – the site looked like a thousand other consulting websites
• Technical baggage – WordPress with plugins, slow load times, limited control
• Content fragmentation – blog, services and portfolio lived in separate worlds
• No clear claim – what we do was hard to put in a nutshell

At the same time, our positioning was getting sharper: Craftsman, declutterer, architect for all things digital. This claim existed in our heads – but not on the website.

The Decision: No Facelift, but a Complete Rebuild

We made a deliberate choice: no theme switch, no redesign within the existing system. Instead, a complete rebuild on a modern tech stack – with our own consulting expertise as proof of concept.

What we wanted:

1. Align vision and brand – every page should communicate what we stand for
2. Technical independence – away from WordPress, towards a stack we fully control
3. Content as an asset – blog content maintained directly in code, without CMS overhead
4. Authenticity – a site that feels like us: direct, pragmatic, with a wink

The Series: Our Journey from Problem to Result

We're documenting this process in an article series – honestly, with learnings and also the places where we went down the wrong path:

• Part 1 (this article): Why – The assessment and the decision
• Part 2: Strategy – Positioning, Target Audiences, Content Architecture
• Part 3: Design – From Colour Palette to Design System
• Part 4: Tech Stack – React, Vite, Markdown and Farewell to WordPress
• Part 5: Go-Live – The New Website and Our Direction for 2026
• Part 6: Launch & Learnings – What We're Taking Away and What We'd Do Differently (coming soon)

The Result Up Front

Spoiler: you're reading it right now. This website is living proof that even a small consultancy can build a professional, distinctive presence – without an agency, without an enterprise budget, using the same tools we recommend to our clients.

Vision Working 2.0 now has a home that fits.

---

Next article: Redesign Part 2 – Strategy: Positioning, Target Audiences and Content Architecture