A software company presenting as a law firm was confusing every investor it met. Three weeks to fix it, and the seed round closed the month after.
Client
Fennwick
Market
United Kingdom
Engagement
Branding & web
Fee
€2,600
Duration
3 weeks
Shipped
February 2024
01
The problem
Fennwick built contract-review software and looked exactly like the firms it sold to: serif wordmark, navy and gold, a photograph of a staircase. Investors kept asking what the billable model was.
The founders had raised nothing in five months of meetings and could not work out why the product demo always went well and the follow-up never came.
02
The decision
We moved the brand to the software side of the line — condensed type, one accent, the product on the homepage above everything else. The staircase went in the bin on day one.
We also cut the founders' credentials from the top of the page. They are genuinely impressive and they were the reason everyone read the company as a practice.
PositioningIdentitySite designFront-end build
03
What changed on screen
01 · Homepage
Homepage — the product screen above the fold, before the story and before the team.
02 · Identity
Identity — condensed and technical — a software company, legible at 16px in a term sheet.
03 · Product page
Product page — what it does, on real contracts, in four screens and no video.
04 · Investor page
Investor page — an unlisted page with the numbers set as a table, linked from the deck.
04
Result
Reported by the client at close, three months post-launch
1
Seed round closed
The month after launch, having raised nothing in five.
3
Weeks
Positioning to launched site.
£1.8M
Raised
Led by a specialist enterprise-software fund.
0
Photographs of staircases
Down from one.
“We were dressed as our customers. Once we stopped, the conversations changed in a week.”