2026
Semrush redesign: turning a brand concept into a web ecosystem
How I built the web design framework for Semrush’s global refresh. From a high-level visual concept to a functional library, responsive systems, and 77 live pages.
context
From vision to reality
Semrush recently refreshed its brand identity. While an external agency provided the high-level visual concept, it was purely aesthetic and lacked any digital guidelines. There were no web grids, no UI components, no responsive logic, and no rules for how our complex marketing surfaces should actually function.
My job was to bridge that gap: I had to take the concept and build a scalable, production-ready Web Design System from scratch.
my role
The web architect
I led the web stream for the redesign, covering 77 pages in the first launch (Marketing LPs, Career Portal, Affiliate Program, and Brand pages). Since I am the only Senior Web Designer on staff, I acted as the lead for a team of developers, a freelance designer, and two external agencies.
My work is divided into three parts:
challenge
Extreme scale with limited resources
The main problem was the amount of work. We had 77 complex pages to redesign and launch in the first pool. As the only senior web designer in the company, I had to manage the whole process while supervising two agencies and a freelancer. I had to make sure the brand stayed consistent across all teams without a senior designer to help.
“Good luck, and Godspeed to you!”
My Line Manager
design goals
Building a scalable system
My goal was to turn static visuals into a flexible and responsive Figma library. I needed to create a single source of truth so that external partners and internal teams could deliver high-quality work on their own without me checking every small detail.
design process
Design direction and quality control
I acted as the Lead Designer and Art Director for a team of agencies, a freelancer, and several dev teams. Since there were no digital guidelines, I built the entire web framework from scratch, including typography scales, grid systems, and a dedicated UI style for product screenshots.
I personally designed the most complex, high-stakes pages to set a "North Star" for the rest of the project. This allowed me to act as a quality filter: I defined exactly how every component should work on mobile and desktop, providing a clear visual example for external teams to follow.
mgmt
Meeting the deadline
To ship everything on time, I built a rigorous management system. I briefed every team and created tracking boards to monitor every asset through stages: ready, reviewed, developed, or in progress. This clear structure allowed us to maintain a high-speed production pace while ensuring not a single detail was lost in the handoff.
I acted as the main bridge between the design and the business. I worked closely with Product owners, the Head of HR, and the VP of Brand to ensure our designs perfectly matched business expectations. Together, we explored the best ways to reflect Semrush's new values in the UI. I then translated these high-level requirements into clear tasks for agencies and freelancers to scale. My colleagues were extremely satisfied with this collaborative process and the clarity it brought to such a high-pressure project.
results & takeaways
Systemic impact
The successful launch of the first 77 pages proved that our new framework was not just a visual update, but a functional engine for the entire company.
Key objectives: