01 Strategy
Decide what the site is for before anyone draws it.
Most redesigns go wrong in the first week, when nobody writes down who the site is for or what it has to do. Strategy is where we settle that: the people you're trying to reach, the one or two things they should do, and the smallest set of pages that gets them there.
What you get
Audience and goals
Who visits, what they came for, and what you need them to do. Written down in plain language and agreed before design starts.
Sitemap and content plan
Every page, what it says and who writes it. We plan the content first so the design has something real to hold.
Competitor teardown
What the sites you compete with do well, where they lose people, and the gap you can stand in.
Measures of success
The numbers we will check after launch, chosen now, so nobody argues about whether it worked.
Grow a sitemap
Click a page to give it a child. The tree lays itself out again every time.
Find your position
Drag your brand across two axes and see what the territory says about you.
- Motion
- Type contrast
- Colour
Leaf 1 of 4
Strategy is where the clover starts. Each one can be booked on its own, but the work goes furthest when all four grow together.
Questions people ask
Do we need strategy if we already know what we want?
Then this part is short. We still write it down, because a one-page brief settles arguments later that would otherwise cost weeks.
What do you need from us?
An hour or two with the people who know your customers best, access to any analytics you have, and honest answers about what is not working.
Can strategy be bought on its own?
Yes. Some teams take the plan to their own designers, and the documents are written so anyone can pick them up.
Got a project that needs all four leaves?
Tell us what you are making in four short steps. The brief lands straight in our inbox.
Start a project