CHOOSE PROJECT
Top challenges we overcame
We built a brand that rejected jargon-led design tropes and focused instead on clarity, warmth, and intelligent simplicity.
CHALLENGE ONE
Standing out in a crowded digital marketing landscape
CHALLENGE TWO
Turning abstract values into a tangible visual identity
We used the Northern Star as the creative foundation, shaping symbols, colours, and graphic devices around themes of guidance and illumination.
We produced detailed brand guidelines and a suite of assets so every touchpoint — presentations, emails, documents — felt consistent and confident.
CHALLENGE THREE
Creating a flexible system that worked across channels
Background
Alumi needed a brand identity that felt modern and distinctive, but also honest and approachable; a look and feel that communicated clarity rather than complexity.
Design planning
We began with an in-depth conversation with the founders to understand their ethos, client relationships, and market position. One theme kept coming up: they help clients navigate complexity with confidence.
That insight shaped the entire creative direction.
Design creation
Drawing from the idea of the Northern Star, we explored concepts linked to guidance, direction, and visibility. This led to the name Alumi and the creation of a visual identity built around light, clarity, and movement.
The brand aesthetic used a strong black-and-white foundation with flashes of colour to signal modernity. The logo was crafted with soft curves and sharp structure — a balance designed to reflect Alumi’s friendly yet methodical approach. We added supporting brand marks, including a star icon and a versatile ‘a’, and used journey-line graphics to symbolise the path clients take with Alumi.
Brand guidelines creation
To keep everything aligned long-term, we produced a full brand guidelines document, covering logo usage, typography, colour palettes, imagery, and layout rules.
We also created a suite of branded assets: PowerPoint templates, letterheads, email signatures, giving the team a complete set of tools for a consistent rollout.
Result
The final identity gave Alumi a bold, credible presence and a visual system that matched their mission to make digital marketing clearer and more meaningful for their clients.
Top challenges we overcame
We designed a layout that used hierarchy, spacing, and strong visuals to guide visitors through Alumi’s offer.
CHALLENGE ONE
Translating the new brand into a website that felt clean and intuitive
CHALLENGE TWO
Communicating expertise without leaning on technical jargon
We built pages around clarity-first messaging and a visual style that simplified, rather than complicated, the experience.
We focused on navigation, readability, and content structure to make sure the site felt effortless to move through.
CHALLENGE THREE
Balancing aesthetics with practical UX
Background
With the brand established, the website needed to bring Alumi’s values to life. We kept the focus on simplicity with clean layouts, bold typography and plenty of breathing room.
The aim wasn’t to overwhelm visitors with technical detail but to guide them confidently through what Alumi offers and how they work.
Structure
We built the structure around strong visual hierarchy, using the new brand devices to add personality without distracting from the content.
Graphics and colour accents helped highlight key messages, while the predominantly monochrome aesthetic kept everything sharp and modern.
Result
The result was a website that felt unmistakably Alumi: confident, contemporary, and easy to use.
It demonstrated expertise without jargon and communicated transparency in both style and structure. It also set up the sales team with a clear, engaging platform to introduce the brand to clients.
Top challenges we overcame
We interviewed the founders to understand what those values meant in practice and wove them directly into the messaging.
CHALLENGE ONE
Reflecting Alumi’s values of transparency, expertise, and education in every line
CHALLENGE TWO
Communicating PPC and SEO services without jargon
We wrote clear, human copy that explained specialist services in a way business owners and marketing managers could immediately relate to.
We built a light, approachable tone with small playful touches that encouraged action without pressure.
CHALLENGE THREE
Creating a tone of voice that felt friendly and persuasive without losing professionalism
Background
Alumi needed website copy that matched their new brand identity and communicated their offer in a way that felt clear, warm, and genuinely helpful.
Their values of transparency, expertise and education were already defined, so our role was to turn those abstract principles into real, everyday language across the site.
Structure
We began with conversations with the founders to understand how they work, how they communicate with clients, and what makes their approach different. From this, we built a messaging structure that reflected their strengths and clarified the value of their PPC and SEO services without relying on technical language.
Tone of voice
We crafted a friendly, persuasive, and easy-to-understand tone of voice, incorporating a hint of playfulness to make the content more engaging. This was particularly effective in the alumi call to actions used throughout the website, with one example being:
"Sound like your way of working? We'd love to talk." - alumi marketing
This approachable tone of voice commands action without feeling pressurising.
Our copywriting process included developing clear, concise headlines and body text highlighting alumi’s services and unique selling points:
"Transparency, clarity, and results you can measure." - alumi marketing
We avoided technical jargon, instead opting for straightforward language that would resonate with their target audience.
For the body copy, each section of the website was written to educate and inform:
"We believe the key to effective SEO is a great relationship. To us that means deeply understanding your brand, its goals and your customers, then building a bespoke SEO strategy that's a fit for all three."
These ensured that visitors would immediately understand Alumi's offerings and how they could benefit from them.
Client's perspective.
"Matt is one of the best copywriters I’ve had the pleasure of working with. His biggest strength is his ability to pick up technical information incredibly quickly. He’s level headed and methodical, so his final pieces are always on brief and perform great.".
Beth Kempster
Managing Director, Alumi
5/5:
