We began with strategy sessions to define our brand's purpose and values. Through team input, we established a focus on helping others succeed and move forward, encapsulated in our themes I came up with, "Taking People Further," along with "Dare to go Further." Our brand emphasises subtlety, with a versatile wordmark and a unique arrow icon symbolising progress and success. This arrow is creatively used to convey our commitment, such as in a goal-achievement image. Additionally, it forms a stylised letter X, reinforcing the message of "hitting the mark." This thoughtful design maintains consistency across all communication channels, ensuring our brand effectively communicates our mission to assist others. I took charge of designing and building the website, utilising insights from Hotjar and GA for real, data-driven improvements based on thorough research.