Product UX · Live Client Work
Redesigning a Melbourne brand-strategy consultancy's web presence — audit-backed, built and shipped solo in four weeks.
Overview
The site was indistinguishable from the dark-palette, vague-tagline category around it. I approached Zentum directly with a working prototype of a new direction, backed by a 14-agency competitive audit — not a generic pitch — then owned design and development solo through launch.
Role
Product UX Designer & Developer
Timeline
4 weeks, kickoff to launch
Team
Solo — strategy, design & code
Achievement
3×
Enquiry rate vs. referrals alone
14
Competitor sites audited first
Live
zentum.com.au
Problems
Dark palettes, vague taglines, services lists with no outcomes — every competitor looked the same, and Zentum's site looked like the rest of them.
Dark palette
Same as every competitor
Vague taglines
No outcomes stated
Indistinguishable
Founders scroll past unconvinced
The result
Credentials undersold, enquiries lost
Solution
Fourteen competitor sites audited to find the shared pattern — then a direction built by deliberately avoiding every one of them.
14-agency audit
Map what every competitor shares
Diagnose, don't promise
A hero that names the founder's exact problem
Final Site Highlights
A hero that diagnoses the founder's exact growth-stage problem instead of promising generic outcomes — deep navy-to-black with a single confident purple accent.
The founder's story told as a timeline, not a bio paragraph — the decade of experience behind the work made visible, not just claimed.
An articles hub that proves expertise before the first call — practical thinking on brand strategy, not filler content.
A conversion moment built around one insight: most enquiries fail before the first call because the prospect doesn't feel understood yet.
Design System & Handoff
Reusable heading, CTA, and card patterns on shared Framer Motion variants — so new pages extend the same language instead of one-off builds. Design and development were owned by the same person, so handoff friction was zero.
Conclusion
Zentum went from a site that looked like every other Melbourne agency to one built around a single insight — and the enquiry rate tripled within weeks of launch.
Other Work
