Rebrand wasn’t just about aesthetics, it was about alignment.
Codewalla is a product development studio that helps early-stage founders launch faster. With a Modular Product Building approach and CTO-level leadership baked into every project, the studio had grown significantly, but its online presence hadn’t caught up. The website no longer reflected the sophistication of its services, and the brand didn’t communicate the same level of confidence, clarity, or energy that Codewalla brings to its partnerships.
In 2024, we partnered with Hello Astro, an Amsterdam based Branding Studio, to reimagine our brand identity from the ground up. While Hello Astro led the brand direction and visual design, I stepped in as the Project Lead and Developer to own the full execution and development of the website, bringing the new identity to life, and building a scalable design system that would serve the company well beyond launch.
01
DISCOVER
Challenge
Over time, Codewalla began to outgrow the story it was telling. While we had a strong portfolio and solid relationships, our messaging was no longer aligned with the kind of founders we wanted to attract.
Website Misalignment
Our existing website didn’t reflect who we were becoming. It lacked clarity, depth, and character.
Unclear Messaging
We needed to sharpen our messaging to clearly communicate our value and stand out from traditional dev agencies.
Redefining Our Positioning
We needed a fresh identity that would help us find and own our USP, align with our new direction, and attract founders looking not just for code, but for a product partner.
How might we position Codewalla as a go-to product partner for fast, efficient builds, especially for non-technical founders?
Constrains
Quick Delivery
Tight timeline, quick delivery (4 weeks from rebrand kickoff to launch)
Time Zones
Managing multiple stakeholders across different time zones and making sure everyone was on the same page at all times.
No Custom Code
Build the entire website using native Webflow interactions, no custom code to ensure non-designers on the team could maintain/update the site post-launch.
02
DEFINE
RESEARCH
Conversations Sparking Clarity
We started by gathering insights from internal teams, past leads, and potential client conversations during events. A clear pattern emerged: early-stage, non-technical founders wanted more than development, they wanted a partner who could guide them through the product journey.
Our existing site didn’t deliver that. The messaging was vague, the tone didn’t reflect our personality, and the value of Codewalla’s approach wasn’t coming through.
Brand Guidelines
The brand guidelines that came out of this process were shaped by a mix of stakeholder input, conversations, workshop activities, and strategy documents, all of which were synthesized into a cohesive system.
These guidelines formed the foundation for how the new Codewalla would look, sound, and show up online.
Hello Astro Workshops
To dig deeper, we partnered with Hello Astro for a brand workshop focused on repositioning Codewalla for the clients we wanted to attract. The workshop helped us define our voice, tone, audience, and key differentiators.
It also gave us clarity on how to articulate our Modular Product Building Approach, blending pre-built software components with custom development, which became the core part of our USP.
Old Webiste Audit
Before we began designing, we took a close look at our old website, its content, structure, and usability. It felt like a placeholder, not a reflection of who we were or what we offered.
Refocuse Content Hierarchy
Key messages were buried and hard to find. We needed clearer structure so founders could understand our value right away.
Reflect Our NYC Energy
The old site felt flat and disconnected from who we are. We wanted the new design to feel bold, structured, and rooted in New York, something that matched our pace, grit, and the founders we work with.
Modular Product Building Approach
We clarified our unique dual-development model and built messaging around its benefits: faster launches, lower risk, and flexibility.
Added Clear CTAs
There was no obvious next step for users. We introduced more intentional CTAs to encourage engagement, like booking a call or exploring services.
Move to Webflow
WordPress was rigid and hard to scale. We needed a flexible platform that made updates easier and allowed the site to grow with us.

TARGET AUDIENCE
Startup founders, specifically early-stage and non-technical founders, looking for efficient, low-risk ways to bring a product to market with strategic technical leadership and minimal overhead.
Insights
Founders want speed and flexibility.
We kept hearing: “I just need to get this out quickly, but I don’t want to rebuild it in six months.” That balance of speed and flexibility became key to how we shaped Codewalla’s offering.
Design earns trust early.
The website is often the first impression. If it felt too technical or unclear, founders checked out. Our new identity had to build confidence, even for those who don’t speak tech.
Founder-Focused Services.
Our old “packages” didn’t resonate. We restructured everything around real-world use cases, like validating ideas, scaling products, or fixing things fast.
03
DESIGN
How might we weave our NYC roots into the brand’s voice and visuals?











04
OUTCOME
Bounce rate dropped within a month of launch by
40%
For the rebrand project, I led the end-to-end implementation of the new Codewalla website and took full ownership of its development post-handoff, translating the brand vision into a fully responsive, animated Webflow site: from asset sourcing and custom animations to launch and ongoing updates.
I also acted as the primary liaison between Codewalla and Hello Astro, bridging the gap between brand vision and implementation.
Scope of Work
12+ core web pages
3 custom marketing landing pages
Webflow CMS + Animations
Style guide and Webflow system documentation
Brand integration across visual assets
Pitch decks, client presentations, event and social media graphics
Rooted in New York City.
The visual identity draws from New York City’s urban architecture, people, and pace - blending structure with grit, confidence, and movement. Editorial typography, a muted urban palette, and custom “digital skyscraper” patterns reflect the city’s energy and modularity, serving as a visual metaphor for the modular, structured nature of our work at Codewalla.
Accelerated Launch with Scalable Design System.
To meet tight timelines and ensure design consistency across the site, I implemented Relume’s Client-First Webflow Style Guide as the foundation. I then customized it to align with Codewalla’s brand, tailoring typography, color tokens, components, and layout grids. This gave us a flexible and scalable design system that supported rapid design and development, enabling us to launch faster without compromising quality.
Beyond the Main Site
In addition to the core website, I developed several marketing-specific landing pages in Webflow based on designs provided by Hello Astro. Many of these were built and launched within a single day to support product sprints, event signups, and targeted outreach campaigns.
Designed for Mobile & Web


05
BRAND IDENTITY







06
REFLECT
Stepping Into a Leadership Role
This project was a turning point for me. What began as a focused role to develop the website quickly evolved into something much bigger. I found myself working not just as part of the design team, but also across marketing and development: building timelines, leading check-ins, and keeping communication flowing between internal stakeholders and Hello Astro. It was the first time I truly stepped into a leadership role, balancing hands-on work with decision-making and cross-team alignment. I learned how to represent the voices of our leadership team, relay feedback clearly, and keep everyone moving in the same direction.
Collaborating Across Time Zones
We were spread across New York, California, India, London, and Amsterdam — but we made it work. I made it a point to be present, to document everything thoroughly, and to create systems that made collaboration feel easy. Whether it was feedback docs, pre-call reviews, or syncing with Hello Astro, I handled it all to make sure nothing fell through the cracks. Over time, I started anticipating what each team needed, which made our calls smoother and our decisions faster. I learned how important thoughtful, proactive communication is in a remote, multi-time-zone setup.
Wearing the Developer Hat
I built the entire website on my own — a big task, especially since Webflow was new to me. But having an engineering background helped me learn quickly. I designed a scalable system using native Webflow logic and Relume's style guide, without custom code, and made sure everything aligned with Hello Astro’s brand guidelines. On top of that, I worked under tight deadlines, constantly balancing speed with quality. It pushed me to think structurally, be resourceful, and find creative ways to keep the development process efficient and clean.
Next Steps
The next phase involves expanding animation and interaction design across all remaining pages to create a more dynamic, immersive experience.
Page Animations
The next phase involves expanding animation and interaction design across all remaining pages to create a more dynamic, immersive experience.
Bug Fixes & Polish
We’ll monitor the site closely to catch and fix any bugs, while fine-tuning UI and performance details for a smoother experience.
Webflow Iterations
We’ll continue improving the site in Webflow based on analytics, SEO insights, and changing marketing goals, making sure it stays relevant and high-performing.