Josh wanted to redesign the website. Jess said no. A few months later, Jess came back with the same idea. She called it an Uno reverse. Josh may have finally admitted Jess is wiser than he is. 

A repositioning gave them the green light — a new narrative, new pricing, two product pages that didn't exist before. What Josh thought would be a simple redesign turned into three mood boards, a glow up that didn’t kill Ghosty, and a 37-line launch checklist.

If you've ever underestimated what it actually takes to ship a new site — or had to explain why it's not just a fresh coat of paint — this one's for you. 

Hear how Jess navigated a full site overhaul, got leadership buy-in by showing her work, and figured out what it really takes to launch a website that tells a story.

Get to the good stuff:
[00:00] "Our website is atrocious." Bold words from the guy who built it. The redesign finally gets the green light. 
[01:07] Why this redesign happened now — and not when Josh suggested it.
[02:03] What you keep vs. what you kill in a brand refresh. Spoiler: Ghosty lives. 
[03:27] First impressions matter. How design shapes how buyers perceive your product, not just your brand. 
[05:10] The “real” reason Josh approved the redesign budget: those gradients with text on them were haunting him.
[06:01] Keep it, evolve it, or kill it. Three buckets to sort your brand before you redesign anything.
[06:54] Inspiration audits, mood boards, and why "I just don't like it" isn't helpful feedback. 
[10:20] Giving good design feedback is a skill. A little word vomit is okay. 
[12:22] Three mood boards walk into a bar. One's too safe, one's too stark, one's just right.
[15:09] Wireframes, design applied, and those "aha" moments that never get old. 
[17:01] Why pricing and packaging research didn't just live in a spreadsheet, and how it influenced how the site was structured.
[18:48] Moving from feature-based navigation to product-led storytelling. 
[19:50] Getting leadership to understand a website isn't "just a website". Show your work. Every step of the way. 
[21:39] Product imagery that actually tells a story — and how marketing and product crushed it. 
[23:24] Positive affirmations to soothe your soul. Plus, some ASMR that nobody asked for. 
[24:06] The parts of a site launch people often forget: developers, RevOps, SEO, tracking, QA. It's a lot. 
[25:33] Content staffing realities and why your sitemap can be your best project management tool. 
[29:12] Launch day logistics: pick a date, be flexible, and for the love of Ghosty, build a checklist. 
[31:30] Josh wants last-minute typography changes. Jess ends the meeting. As she should.

This Meeting Could’ve Been a Podcast is a Vector production.

Filmed and produced by Sweet Fish.

Editing by Handy Man Edit.

Music by Peter McIsaac Music.