Designing a Premium Enterprise Platform Experience for a Technical B2B Audience
Led creative direction and production team oversight to deliver a high-fidelity, animation-rich website for a global infrastructure analytics company — translating complex technical capabilities into a premium, enterprise-grade digital experience.
INDUSTRY
Infrastructure Tech / B2B SaaS
Infrastructure Tech / B2B SaaS
SCOPE
UX Strategy, Creative Direction, Website Design, UI Design, 3D and Motion
UX Strategy, Creative Direction, Website Design, UI Design, 3D and Motion
MY ROLE
Design Lead
Design Lead
TEAM
UX/UI Lead Designer, 3D Designer, Motion Designer
UX/UI Lead Designer, 3D Designer, Motion Designer
ABOUT 5x5
5x5 Technologies is an infrastructure analytics platform helping large-scale asset owners — in telecom, energy, and public infrastructure — digitize and manage their physical assets through 3D digital twin modeling, data analytics, and enterprise integrations. Key customers include Crown Castle, one of the world's largest wireless tower operators.
5x5 Technologies is an infrastructure analytics platform helping large-scale asset owners — in telecom, energy, and public infrastructure — digitize and manage their physical assets through 3D digital twin modeling, data analytics, and enterprise integrations. Key customers include Crown Castle, one of the world's largest wireless tower operators.
BUSINESS CONTEXT
Eight years post-launch and entering an active growth phase, 5x5 needed a website that matched their ambition. The existing site was technically outdated, difficult for the marketing team to maintain, and failed to communicate the sophistication of their platform to enterprise buyers. With new competitors entering the space, the gap between the product and its digital presence had become a liability.
Eight years post-launch and entering an active growth phase, 5x5 needed a website that matched their ambition. The existing site was technically outdated, difficult for the marketing team to maintain, and failed to communicate the sophistication of their platform to enterprise buyers. With new competitors entering the space, the gap between the product and its digital presence had become a liability.
The Challenge
The challenge was not just a visual refresh — it was repositioning a technically complex platform for an enterprise audience that makes high-stakes, long-cycle purchasing decisions. The site needed to establish credibility immediately and communicate technical mastery without overwhelming.
An additional layer of complexity: delivering this across a multi-disciplinary production team — UX/UI designer, 3D artist, and motion designer — while maintaining a unified creative vision throughout.
The product was technically impressive. The website needed to feel that way too.
My Role
I led creative direction and team oversight for 5x5's full website redesign. While a UX/UI designer on my team owned visual execution, I co-defined the creative vision, set quality standards, and aligned the broader team — UX/UI designer, 3D artist, and motion designer — around a unified direction.
I participated in client-facing meetings throughout, ensuring every design decision stayed grounded in 5x5's positioning goals and enterprise audience expectations.
📝 NOTE: This project marked the beginning of my transition into a formal Design Lead role. I was functioning in this capacity throughout — owning creative direction, managing a multi-disciplinary team, and ensuring delivery quality — before the title was made official.
Strategic Direction
Rather than leading with a feature list, we structured the experience around 5x5's end-to-end workflow: Scan → Model → Analyze → Integrate → Automate. This gave enterprise buyers a clear mental model of how the platform delivers value — and gave the design and motion work a natural narrative to follow.
The visual and narrative direction balanced:
- Tech-forward sophistication
- Minimal, premium structure
- Serious enterprise tone
- Approachable clarity
- Intrigue, curiosity and confidence
- Tech-forward sophistication
- Minimal, premium structure
- Serious enterprise tone
- Approachable clarity
- Intrigue, curiosity and confidence
Visual & Creative Direction
In early explorations, we leaned toward a more abstract visual direction to avoid reusing literal tower imagery and elevate the aesthetic. While refined, the approach risked feeling generic and disconnected from the ICP’s reality.
We then reintroduced the infrastructure tower as a fully realized 3D model. The challenge was integrating a literal, industrial element without compromising the premium, minimalist direction. Through controlled lighting, material treatment, framing, and restrained motion, the tower became a refined digital artifact rather than a raw object.
Under our creative direction, the motion language and scroll integration were defined to clarify complex processes — not compete for attention. Precision over spectacle guided every decision.
The final visual system remained premium and minimal, built on clean typography, intentional spacing, and a controlled palette that conveyed technical sophistication and enterprise credibility.
Turning industrial infrastructure into a premium digital artifact.
First abstract explorations VS final hero
Hero animation
Impact & Outcomes
The redesign gave 5x5 a digital presence that matches the scale of their ambition — and the credibility their enterprise buyers expect. The site remains live as 5x5 continues to expand into new geographies and industries. For a business where the sales cycle is long and the buyers are technical, design quality is the first proof of capability.
The redesign delivered:
- A premium, tech-forward digital presence
- Stronger enterprise credibility
- Clearer articulation of a complex platform
- A scalable Webflow architecture
- A collaborative design system integrating UX, 3D, and motion
- A premium, tech-forward digital presence
- Stronger enterprise credibility
- Clearer articulation of a complex platform
- A scalable Webflow architecture
- A collaborative design system integrating UX, 3D, and motion
When the product is complex and the buyer is skeptical, design quality is a trust signal.
Reflection
Acting as design lead before holding the formal title challenged me to move beyond execution and focus on direction, coherence, and quality control across disciplines.
Balancing UX, 3D, motion, and enterprise messaging reinforced the importance of leadership through clarity — ensuring multiple contributors move toward a unified design vision. Directing 3D and motion also taught me that aesthetic intent must be translated into technical language. “More premium” is not a useful note for a 3D artist. Camera angles, material properties, animation easing — that is.
This experience strengthened my ability to guide complex, cross-functional creative efforts while maintaining strategic alignment and system integrity.
This project marked a transition in my professional growth.
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