I approached this web design from a UX perspective, with a full research & planning phase that included personas, story boards and content outlines.
By establishing these tools up-front I was able to reference back to these throughout the project to test against any assumptions I was making in my design decisions. This enabled me to stick to a design that suited the needs of the agency's ideal user and prospective clients.
At this point I started translating the content outlines into visual design directions. I began with mood boards and UI mocks of what the landing pages may look like. After presenting the concepts to the team and collaborating on look & feel, we decided to go in the lighter direction, as it better represented the positivity and relatability of this particular agency.