Brand & Web for Growth: CIRCL Studio
Less noise. More conversion.
- Year
- 2023
- Client
- CIRCL Studio
- Role
- Design Lead & Brand and Web Designer
This was a great example of an iterative process. The old websites were not reflecting all the potential the studio had to offer and were not converting as well as they could have. We addressed those pain points, and transformed two fragmented websites into one new and stronger version.
Context
CIRCL Studio operated two very different websites: one single-page with full-screen video showcasing projects, another with multiple long pages lacking conversion and clear structure. Two similar social media accounts presented merger potential. An audit of brand, web, and marketing channels revealed a larger opportunity to unify channels and develop a clearer business vision.
Role
Design Lead and Brand & Web Designer. I ran the brand audit, led the redesign strategy, refined the logo, restructured the service offering, and built the new website end to end.
Constraints
How do we solve branding weakness and start developing a stronger identity? How do we make it easy for prospects to book services? What are the primary services? How do we start measuring efforts? How do we automate some processes? Each question was a design and business constraint simultaneously.
Approach
We bundled efforts into stronger branding, merging two sites and two social accounts. I re-examined the logo, making kerning adjustments, correcting overshoot on the C letters, adjusting proportions on R and L, and refining the cut angle on the first C. The goal was subtle improvement without erasing the established brand equity.
Key Decisions
Less clicks, less steps, less noise. We restructured the service packages for clarity, adjusted pricing, and curated the project overview to show only the most relevant work. Every structural decision was framed around a single question: what does a potential client need to feel confident enough to reach out?
The brand update was intentionally minimal, adjusting just what was really needed without taking away from the established brand. The logo refinement required typographic precision: kerning, overshoot correction, and proportion adjustments that are invisible individually but collectively make the mark feel more considered. The website's visual language followed the same logic: restraint in service of clarity.
Outcomes
A modern, high-converting website replacing two fragmented sites
A subtle but meaningful logo and brand update, refined without being replaced
Unified social media presence and marketing funnel
Structured service packages with clearer conversion paths
Learnings
It is always more fun to work with people and businesses you admire. You will always be more productive and creative when your clients trust you.
You do not have to win every time, sometimes proposed solutions will not be approved, and that is ok.
The most impactful design changes are often invisible. Refinements to kerning, proportion, and structure that no client names but every client feels.