Increasing Customer Engagement Through Brand and Experience Redesign

Redesigning Avalara’s marketing website to support a new brand direction, improve accessibility, and strengthen customer engagement.

The Problem
Avalara’s marketing website relied on a whimsical visual style that no longer aligned with the company’s evolving enterprise positioning. At the same time, the experience needed to meet emerging accessibility requirements under the European Accessibility Act (EAA) and support a more scalable design framework for global digital programs.

The Objective
Modernize the visual identity and user experience of Avalara.com to strengthen credibility with enterprise customers, improve accessibility compliance, and create a more engaging and scalable digital platform.

The Strategy
A full redesign of the marketing website introduced a new future/retro visual direction that aligned with Avalara’s evolving brand. Working with the external design agency Passionates, the initiative focused on modernizing the visual system, improving information hierarchy, and embedding accessibility standards across the experience. The redesign also established patterns and components that could support future digital initiatives while ensuring compliance with EAA accessibility requirements.

The Outcome
The new website experience strengthened Avalara’s brand presence, improved usability and accessibility, and created a more engaging and credible digital platform for customers and prospects.

Stakeholder Metrics

• 25% increase in engagement on key marketing pages

• WCAG-aligned accessibility compliance supporting EAA readiness