This project demanded high-level orchestration across functions, borders, and audiences. Navigating organizational challenges and bringing along disparate stakeholders without creating resentment or unhappiness was paramount. Ultimately I'm proudest of bringing Alta along from a less savvy digital organization, to one with a robust digital presence, tooling, and documentation. Among other successes, I Introduced a modern visual presence that breaks from the monochrome, people-less norms of the category. The beige, context-less voids on many competitive homepages really drove my recommendations on assets and art direction. While driving the improved visuals, we were also able to deliver on time and on budget via Contentful CMS with reusable templates. In addition to the brand and savvy improvements, we also had some substantial impact on other aspects of the business. In particular, we enabled the brand to begin direct-to-consumer engagement without alienating dealers. Previously dealers had been hesitatnt to facilitate any direct contact with consumers and forced users to contact Alta via form to receive any nearby listing. We also helped Alta become one of the first in the space to offer structured conversion opportunities beyond price quotes. Allowing users to self-select their level of detail and depth and mapping that to expected points across the funnel meant we could exchange value with prospects no matter how close to a buying decision they were. This helped in shifting the narrative from commodity hardware to a lifestyle-aligned home design experience As a leader, I got to really flex muscles in building trust across dealer reps, execs, and marketers. In doing so I was able to translatie under-articulated brand values into motion and emotion, not to mention improved visuals and a unique shopping experience for the industry. Treating our clients and stakeholders as experts allowed me to navigate highly specific regulatory, regional, and accessibility challenges, both in the US and Canadian markets...including getting accurate vernacular in French Canadian. Ultimately, this was more than a site redesign. It was a digital transformation—one that gave Alta a voice in the consumer space without sacrificing the humanity and partnership that built their business in the first place.