PebblePost’s Brand Refresh and Performance Optimization with Backpack
Company
PebblePost is a company that provides performance advertising and marketing services. The Vice President of Marketing at PebblePost reached out to Backpack to lead a full website redesign. The goal was to align the site with the company’s new positioning and branding while establishing a technical foundation that their internal team could easily manage.
“The [Backpack] team feels like part of your own. They’re remarkably responsive and have a strong grasp of the space. They’re also not afraid to say when something won’t work, because they’ll collaborate with you to understand your end goal and help you get there another way. The team always delivered items on time and responded promptly to requests. They were patient with us when we needed it and very receptive to feedback—quick to make edits. They’re calm but always consummate professionals. If they don’t have an answer for you on a call, they’ll tell you exactly when to expect it—and they always follow through. I can’t recommend them enough.”
Nick Dujnic
Vice President of Marketing at PebblePost
Goal
PebblePost faced a challenge common among many fast-growing companies: the need for a website as agile and flexible as their brand. The main requirement was to move away from a rigid structure and build a site that effectively reflected their new branding.
Their main goals were:
• Redesign the website to reflect the new branding and positioning.
• Create a fully editable website so the marketing team could update it without needing an in-house developer.
• Improve page speed and SEO.
The Solution
Backpack worked closely with PebblePost (selected for its value, fair pricing, and excellent cultural alignment) to achieve a complete website transformation. The project was remarkably efficient, managed by just one dedicated Backpack team member.
Our detailed scope of work included:
• Redesign & Repositioning: We completely redesigned the website to reflect the company’s new positioning and branding.
• Intuitive CMS Development: We implemented an intuitive WordPress page builder, allowing PebblePost’s team to easily update and edit content without a developer.
• Performance Optimization: We optimized the site to improve load times and overall page performance, including A/B testing for key pages.
• Ongoing Support: After completing the redesign, we continued to provide basic maintenance and assisted with building landing pages for various marketing campaigns.
Technologies Used
Wordpress
Figma
Results & Impact
The partnership resulted in tangible improvements in both operational flexibility and technical website performance:
• Implementation of an intuitive WordPress page builder, delivering a fully editable site.
• 63% improvement in mobile page speed.
• Noticeably faster load times and better overall site performance.
• Project management was a highlight—Backpack consistently delivered on time and was immediately responsive to requests. The team was praised for being “calm yet always consummate professionals” and for feeling “like part of the client’s team.”
Highlights
• +63% improvement in mobile page speed.
• Fully editable website for the marketing team.
• Faster load times and better site performance.
• High responsiveness and professionalism.
