Go Plans

Brand Identity & Positioning

Move the focus away from price alone and towards value, expertise, speed and customer support — and make that shift obvious in the first few seconds.

The positioning sat deliberately between low-cost online architecture services and traditional, higher-priced practices: professional and design-focused, but still approachable, efficient and competitively priced.

I created a completely new visual direction in navy, bright mint and pink to break the generic, price-led look and give Go Plans a personality people remember. Navy brought credibility and structure; mint and pink added energy and a slightly playful edge.

A distinctive brand is a commercial asset. It makes a business easier to choose, easier to recommend and easier to pay a fair price for, while still carrying the trust an architecture client expects.

UX, Customer Journey & Content

As Go Plans expanded its services, the website had to make a more complex offer feel simple — and turn that clarity into enquiries.

I rebuilt the structure around the customer journey: clearer service pathways, fewer dead ends, and a strong route to enquire from every page. The commercial centrepiece was the instant online quote tool I introduced and designed — visitors get an immediate price indication, Go Plans gets a captured lead with full project details. It became one of the strongest conversion routes on the site, with the majority of submitted quotes progressing into clients.

I designed the site structure and page layouts in Figma, wrote the initial copy and worked with a copywriter to refine messaging and tone, then briefed and worked directly with the external digital agency through development so the final build stayed true to the design, the content and the commercial objective.