In the redesign of the entire website, I faced the challenge of incorporating four distinct categories (transportation, warehousing, specialist services, 4PL European) and three additional CTAs on the main page while maintaining a balanced hierarchy. 

I initially advocated for a more streamlined structure, emphasizing the importance of visual hierarchy to improve user experience and guide attention effectively. I explained that not all elements can hold equal importance, as it can lead to a cluttered interface and overwhelm users. However, the CEO and board were firm on keeping all CTAs equally prominent, believing each played a crucial role.

Despite my recommendations, I respected their decision and focused on creating the best possible design within their constraints. I carefully balanced the layout, ensuring clarity and usability, while maintaining their requested structurein a way that still looked visually cohesive and functional.