After years of client services, I moved in-house to re-focus on serving a community I, not only admired, but was a part of (web designers and developers). As a long time customer and evangelist, I took over as creative director at web hosting company (mt) Media Temple. My initial overall objective was to refresh a beloved brand with an already strong iconic visual design. This is the story of my journey, from how I worked with our leadership to form a modern design team to the UX challenges we had to overcome across all touch points. It's a story of building cultures, making mistakes and achieving success. It's a story of how it all came down to taking a “social first” approach to make our brand story resonate with people (from our customers to our employees) and re-shaping our design and user experience philosophy accordingly.