UI + UX // VISUAL DESIGN // INTERACTIVE DESIGN
Winning the £70K+ Culina Group website redesign across its entire portfolio
Project role:
Project summary
Goal
Redesign key web pages across Culina Group and its subsidiaries as part of a competitive project tender. The aim was to create a modern, engaging user experience that aligned with brand identity, improved usability, showcased market leadership, and demonstrated our agency’s ability to deliver high-value, interactive digital solutions.
Contribution
Collaborated with the Managing Director and Business Development Manager at Bubble Design to secure the contract. Designed homepages, a careers page, and a sustainability hub, delivering visually striking, user-focused layouts. Utilised AI to generate UX copy, ensuring concise, engaging content that supported user journeys and conversions.
Achievements
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Secured £70k+ project plus ongoing maintenance contract.
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Delivered modern, interactive high fidelity designs that impressed the client.
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Simplified navigation and introduced clear calls-to-action.
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Created scalable designs for sustainability content.
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Designed features to attract diverse talent to Fowler Welch.
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Produced AI-assisted UX content for clear, effective page messaging.
Client
Key skills
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UX/UI Design
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Wireframing & prototyping
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Brand Development
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Digital & visual Design
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Interactive/animated features
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AI-assisted UX copywriting
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Low fidelity designs
Software
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Figma
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Adobe Photoshop
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Trello
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Loom
The process
Stage 1 – homepage refreshes
Research & target personas
To kick off the project, I conducted UX audits to understand user pain points and business goals. The analysis revealed outdated designs, poor accessibility, and overly complex navigation that hindered usability.
{CULINA & GREAT BEAR PAGES TO REDESIGN}
Low fidelity designs
I created wireframes exploring new structures for both the Culina Group and Great Bear homepages. The goal was to simplify navigation, highlight key content, and introduce clear calls to action that guided users intuitively through the sites.
{UX AUDIT & WIREFRAME}
High fidelity designs
Once the structure was approved, I introduced dynamic elements such as animated stats, client logos, and video banners. Each homepage incorporated subtle brand motion—like the signature spinning Culina cog—to create a more engaging, interactive experience while maintaining group-wide consistency.
{HIGH FIDELITY DESIGNS}
Stage 2 – careers & sustainability pages
Fowler Welch careers page
For the second stage of the tender, Culina Group asked us to demonstrate how we would handle two additional key areas:
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Fowler Welch – Careers Page Redesign: Attract new talent and encourage more women to apply for roles within the business.
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Stobart – Sustainability Hub: Showcase their growing range of sustainability initiatives in a more engaging, flexible format.
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These goals focused on people, culture, and innovation—core pillars of the group’s identity.
{CAREERS PAGE LOW FIDELITY DESIGN}
{SUSTAINABILITY HUB LOW FIDELITY DESIGN}
Fowler Welch careers page
To meet Culina’s goal of improving recruitment and inclusivity, I redesigned the careers page with a people-first approach. Real employee imagery, testimonials, and interactive features brought authenticity to the experience. Animated transitions and accessible layouts created an engaging journey that highlighted company culture and opportunities across all levels.
{CAREERS PAGE SCROLL TRANSITIONS}
Stobart Sustainability Hub
Culina’s brief for Stobart was to find a more dynamic way to present their sustainability story. Their existing page was long and difficult to navigate, so I proposed a modular “hub” that linked to individual initiative pages. This structure made it easy for users to explore and for the brand to expand content over time. Smooth scroll animations, stat reveals, and visual storytelling turned complex data into an interactive experience.
{STOBART SUSTAINABILITY HUB SCROLL TRANSITIONS}
{STOBART SUSTAINABILITY HUB SUB PAGE}
The result
High-fidelity website designs
Each concept was taken through to a high-fidelity stage, showcasing modern UI styling, refined layouts, and interactive motion proposals. The designs brought Culina Group’s brand to life with confident visuals, accessible structures, and subtle animations that elevated their online presence.
From the refreshed homepages for Culina and Great Bear to the people-focused Fowler Welch careers page and modular Stobart sustainability hub, every design demonstrated a clear user journey and strong alignment with the group’s strategic goals.
{FINAL SUBMISSION DESIGNS}
Key outcomes
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Secured the tender – our creative approach and design quality helped the agency win the £70K+ Culina Group contract.
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Delivered clarity and cohesion – refreshed layouts unified multiple brands while preserving individual identities.
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Elevated brand perception – presented Culina Group as a forward-thinking leader in logistics.
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Proved design capability – showcased expertise in UX, UI, and digital storytelling that positioned the agency as a long-term partner.
What people say about working with me
“…Nicola from the design team has been great. We are extremely happy with the design she has created….”
Andy Gilfillan
Aquatic Control
“….a shout out to Nicola who has been brilliant with her research and the level of detail she has put into our website….”
Steve Pearson
Valve & Process Solutions
“…very professional, flawless design and great customer service. Nicola has been brilliant from start to finish with her research, design and detailed input. Very helpful and a pleasure to work with!!”
Reece Fielding
EcoPower Wood Fuels