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Pineapple Public Relations | Website Redesign Case Study
Modernizing a 30-Year Travel PR Brand for Its Next Chapter
PINEAPPLE has decades of experience, a respected reputation and an impressive portfolio of work across travel, tourism, hospitality and economic development. What they needed was a digital presence that made that caliber immediately visible.
Services: brand strategy, web design & development, ux
Project
at a glance
Client
Pineapple
Industry
Travel & Hospitality, Public Relations
Platform
Wordpress
Launch
July 2026
Our Role
Strategy, Design & Build
A Relationship
Built Over Time
Ember & Rise founder Melissa Hwang, first partnered with Pineapple PR in 2018 to design and develop the previous version of its website.
That site supported the agency for eight years, but by 2026, Pineapple had evolved. Its brand had been refreshed, its capabilities had expanded and its body of work had grown well beyond what the earlier digital experience was built to communicate.
Pineapple returned to Melissa to lead the next evolution of the website from strategy through launch. That continuity mattered, we already understood the business and its history, but we approached the redesign with fresh eyes.
There is an extra layer of trust when another agency hands you its own brand.
The redesign needed to solve four core problems:
Bring the new brand to life online
The website needed to feel like a natural extension of Pineapple’s updated visual identity and sharper point of view.
Clarify what the agency does
Public relations, social media and digital marketing needed distinct, easy-to-understand roles within one connected communications offering.
Turn past work into proof
Pineapple had an extensive portfolio, but the site needed a stronger way to organize and showcase that work
Create a more current digital experience
The structure, navigation and visual presentation needed to match the sophistication of the agency and the destinations it represents.
Before and After
From a capable 2018 website to a digital presence built for Pineapple today
Before - 2018
After - 2026
Service Architecture
Before - 2018
After - 2026
Work as proof
Before - 2018
After - 2026
Our Strategy
A site that works as hard as their team
01
Point of View
“Travel. Told Differently.” became more than a tagline. It became the organizing idea for the digital experience – positioning Pineapple as a strategic communications agency shaped by a genuine understanding of destinations, communities and the people who experience them.
02
Clear Service Roles
We restructured the site so visitors could easily explore Pineapple’s three primary disciplines: public relations, social media and digital marketing.
03
Proof Closer to the Decision
Pineapple’s client work is one of its strongest selling points, so it could no longer behave like a supporting detail.
The new experience brings featured case studies onto the homepage and gives the full portfolio a clearer, filterable structure. Prospective clients can now move naturally from what Pineapple does to evidence of how it works in the real world.
04
Fuller Picture of Authority
The website now gives Pineapple’s team, client history and industry insights more room to work together. This creates a more complete trust story: experienced people, specialized knowledge, recognizable relationships and tangible examples of the work.
05
clearer paths to conversation
Calls to action and contact pathways were made more intentional throughout the site, helping visitors move from discovery to a relevant service, case study or direct conversation without having to hunt for the next step.
FAQs
Ember & Rise Growth Co. led the 2026 Pineapple PR website redesign, including strategy and information architecture, UX and visual design, WordPress development, project management and launch. Ember & Rise founder Melissa Hwang also designed and developed Pineapple’s previous website in 2018.
The goal was to create a modern digital experience that reflected Pineapple PR’s rebrand, clarified its public relations, social media and digital marketing services, and gave its client work and results a much more prominent role.
Yes. Ember & Rise partners with established organizations whose websites no longer reflect the quality, positioning or complexity of the businesses they have become. Engagements can include website strategy, information architecture, UX, visual design, WordPress development and launch management.
Does your website still reflect the business you’ve become?
Sometimes the business evolves faster than the website does. If your digital presence no longer matches your positioning, your expertise or the caliber of your work, it may be time to build what comes next.