Hirebotics
Website Redesign & Rebrand for a Collaborative Welding Automation Leader
As the creative director and UX lead on this project, I helped guide a full rebrand and website redesign for Hirebotics, a company redefining collaborative welding automation for small and mid-sized fabrication shops. Hirebotics’ mission is simple but powerful: make industrial automation accessible, intuitive, and easy to adopt without the steep learning curve traditionally associated with robotics.
My role was to translate their differentiating ease-of-use platform into a clear, compelling digital experience that resonated with welders, shop managers, and operations leaders before engaging with sales.
My Role
I was responsible for:
- Creative Direction & Visual Identity: Defined the refreshed visual language and overall design direction to better reflect Hirebotics’ bold, approachable positioning
- UX Strategy & Information Architecture: Reworked site structure, navigation, and user pathways to support self-qualification and exploration
- Messaging & Content Strategy: Helped shape copy and page structures that emphasized ease-of-use over technical complexity
- Website Design & CMS Strategy: Designed a modular, scalable WordPress experience that empowered internal teams to manage content efficiently
- Content Migration & SEO Considerations: Planned and supported the consolidation of blog content into a single, unified platform
The Challenge
Hirebotics’ digital presence had become a barrier rather than a growth tool.
The website struggled with:
- Messaging that didn’t clearly communicate their key differentiator: ease-of-use
- A fragmented experience split between a HubSpot blog and a separate main site
- Limited pathways beyond a generic “Contact Us” form
- No clear destination for paid campaigns or trade show traffic
- A brand aesthetic that didn’t reflect the confidence or accessibility of the Beacon platform
The Solution
A User-Focused Rebrand Built Around Simplicity and Confidence
I helped lead the strategy and design of a reimagined brand and website that centered on one core idea: automation doesn’t have to be intimidating.
Brand & Visual Direction
We explored multiple visual directions before landing on a bold, high-contrast aesthetic that felt at home in fabrication environments—darker tones, confident typography, and purposeful motion. The final design intentionally broke away from the sterile, overly technical look common in robotics websites, while still feeling modern and credible.
UX Structure & User Pathways
Navigation and page layouts were redesigned to guide users toward understanding:
What Hirebotics does, Who it’s for, How the Beacon platform simplifies automation, What the next step looks like for their shop
Rather than forcing early sales contact, the site encourages self-education and self-qualification, supporting the way this audience prefers to buy.
Modular, Scalable WordPress Build
The site was rebuilt on WordPress using a flexible, custom theme. I designed reusable content modules and page patterns that allow the marketing team to quickly spin up new pages, support campaigns, and evolve the site without sacrificing consistency.
Branding
Results
- Clearer communication of Hirebotics’ ease-of-use and value proposition
- Stronger support for paid media and campaign landing pages
- Improved user pathways and lead engagement
- Faster, easier content updates for internal teams
- Streamlined blog structure and improved SEO foundation
- Positive feedback from stakeholders across marketing, sales, and leadership
- The site now functions as a true growth platform, educating prospects, supporting campaigns, and reinforcing Hirebotics’ leadership in collaborative welding automation.
Hannah Ellingson 