2nd Watch

Client Overview

2nd Watch is a leading cloud-native services provider specializing in Amazon Web Services (AWS) and Microsoft Azure. As an AWS Premier Partner and Microsoft Gold Partner, the company helps enterprises migrate to the cloud, optimize costs, and modernize workloads. Founded in 2010 and headquartered in Seattle, 2nd Watch has delivered solutions for notable clients including Conde Nast, Yamaha, and Coca-Cola North America.

Turning Cloud Innovation Needs into a Powerful Digital Experience Through Strategic Collaboration

As 2nd Watch continued expanding its position as a leader in cloud modernization, the company needed a digital presence that reflected both its technical authority and enterprise-scale capabilities. Our collaboration focused on transforming a highly technical service offering into a clear, compelling, and conversion-driven online experience. By blending strategic design, structured content, and modern UX best practices, we helped 2nd Watch communicate its value more effectively, elevate brand credibility, and create a foundation for future digital growth.

The Challenge

The client’s website had evolved through multiple internal redesigns over the years — each in a different style — resulting in a fragmented, amateurish appearance that failed to reflect their enterprise expertise.

Additional issues included:

• Navigation that made it hard for visitors to find relevant services, case studies, or career opportunities.
• Difficult content management due to a bloated, outdated backend.
• Inconsistent user experience across pages.

Goals

• Create a modern, sophisticated website with minimal design elements, bold visuals, and smooth micro-interactions.
• Build an intuitive user experience to guide visitors toward priority sections.
• Ensure the site is fully manageable by the client’s internal teams.
• Improve search visibility and reinforce 2nd Watch’s position as a trusted enterprise cloud partner.

The Solutions

We developed a custom WordPress website with a refined information architecture and tailored user flows.

1. Strategic Information Architecture
   • Organized content into clear, navigable sections for services, case studies, company background, and careers.
   • Focused each page on one or two core topics to reduce cognitive overload.
2. Minimalist, Interaction-Driven Design
   • Incorporated subtle content reveals and sliding sections to encourage exploration.
   • Used bold, high-quality visuals in a custom grid layout to present key offerings and successes.
3. Custom-Coded for Performance & UX
   • While built on WordPress for ease of use, nearly every element was custom coded to meet exacting design and performance standards.
   • Created three separate fully optimized versions for desktop, tablet, and mobile to deliver an exceptional experience on every device.

The Results

• Significant Increase in Engagement, with users spending more time exploring service pages and case studies.
• Higher Lead Generation through clearer calls-to-action and improved navigation.
• Boost in Search Visibility for competitive cloud services keywords.
• Streamlined Content Management, enabling internal teams to quickly publish updates and thought leadership.
• Enhanced brand credibility, aligning the online presence with 2nd Watch’s reputation as a top-tier cloud partner.