Website redesign for B2B edtech company — Figma design system + headless build (Sanity/Cloudflare)

We are redesigning our entire website to better support sales, qualified inbound, and enterprise conversations.

We are looking for a designer who can think in systems - not just pages - and create a design language that can be implemented cleanly in a headless CMS + React frontend.

This is not a cosmetic refresh. We want the site rethought around a clearer market position, cleaner UX, stronger conversion paths, and a more modern visual system.

Our current website no longer reflects the direction of the business. The redesign must reposition us around the themes of:
- Unified school data for analytics and AI
- The AI data foundation for schools
- Partial data creates partial AI

The audience includes:
- independent schools in Australia, New Zealand, Canada, and the United States
- international schools in Asia and Europe
- multi-school organisations such as Catholic dioceses, international school groups, and districts

The site must appeal to both:
- non-technical education leaders
- technical / data / IT decision-makers

## Platform and technical direction

The website will be built on a headless architecture and served through Cloudflare.

### Preferred stack
- React Router v7 frontend
- Sanity CMS
- Cloudflare hosting/delivery

### Acceptable alternative
- Next.js frontend
- Sanity CMS
- Cloudflare hosting/delivery

The site must remain CRM-agnostic. We currently use HubSpot for marketing functions and may continue using it for CTA tracking, visitor analytics, forms, and attribution, but we do not want the website tightly coupled to HubSpot CMS or any single CRM. The implementation should make it easy to move to another CRM such as Attio or Pipedrive later without rebuilding the site. HubSpot tracking and external-site analytics support this approach.

## What we need

We are looking for a designer or design-led team to produce:
- a full set of responsive website designs
- a clear information architecture and navigation approach
- a Figma-based design system
- reusable page and module designs that translate cleanly into a headless frontend and Sanity content model
- developer-ready handoff documentation

We are open to a mega menu approach if it helps keep the navigation minimal and uncluttered.

The full design brief is attached as a PDF to this post.


## Design system requirement

We want the design system created in Figma, using:

- reusable components
- documented typography
- color system
- spacing rules
- interaction states
- form elements
- icon usage
- responsive rules

We strongly prefer a token/variable-based approach in Figma so the design system can map cleanly into code and evolve efficiently over time. Figma’s variables/tokens model is now specifically intended for design-system consistency and scale.

Please also show how your design system would translate into:

- frontend components
- Sanity content blocks / schema fields
- reusable modules for future landing pages and content pages


## Deliverables

Please include in your proposal:

- Information architecture
- Navigation recommendation (including whether you recommend standard nav or mega menu)
- Homepage wireframe direction
- Responsive page designs (desktop / tablet / mobile)
- Figma design system / component library
- Reusable module designs
- Developer handoff documentation
- Notes on how the system maps into Sanity and a React Router v7 or Next.js frontend


## Acceptance criteria

The final design system and page designs must:

- Support a fast, modern, performance-conscious build on Cloudflare
- Be clearly translatable into reusable frontend components and Sanity content types
- Preserve a minimal, uncluttered navigation and page structure
- Highlight conversion paths with strong CTA placement and clear above-the-fold messaging
- Work cleanly across desktop, tablet, and mobile
- Be delivered in editable Figma files with clear annotations and component logic
- Be designed for integration with HubSpot tracking/CTA workflows on an externally hosted site


## Important clarification

We are not looking to preserve the current website structure simply for familiarity.

We are open to rethinking:
- navigation
- hierarchy
- page structure
- module layout
- conversion flow

The redesign should improve commercial clarity, not just restyle the current site.


## What we want to see from applicants

Please share examples of:
- website redesigns that improved conversion or commercial clarity
- SaaS / B2B / education / enterprise website work
- clean, minimal design systems in Figma
- projects where designs were clearly structured for implementation in a modern frontend stack

At this stage, we are reviewing portfolio fit and design approach first. If your work aligns with the brief, we will move to scope, milestones, and timeline.