Challenges
Identity
Crafting a distinctive brand from nothing to stand out in an industry drowning in AI gradient clichés.
Infrastructure
Building a one-pager and turning it into a multi-page site over time with a full sub-brand and additional functionality.
Evolution
Designing a system that could scale as the business grew with new service offerings and lead funnels.
Identity
Dwight & Co had a reputation in the robotics and automation industry but no brand to back it up.
Their online presence outside of Linkedin was a Canva page with their name typed out in a default font. It was working against them.
We collaborated heavily on color. The main challenge was finding a palette that didn't alienate their target audience while still standing out from the generic industry "look".
We settled on teals and blues, which weren't associated with any other brand in the space. Now, they're associated with Dwight & Co, and people recognize it.
The logo had one non-negotiable: reduce well. A versatile mark that worked as a full wordmark but could be stripped down to a single icon.
The icon with a hidden Phillips screwhead was immediately resonant with Dwight & Co. From there it was all about refinement.
The icon became a design language of its own, used as a repeating pattern across brand materials and the style guide itself.
Infrastructure
Dwight & Co needed a web presence quickly. We started with a focused one-pager — clean, on-brand, and built to be expanded rather than replaced.
We designed a full one-to-one mockup before development, and once approved we built it in Webflow. This gave them a professional foundation to grow from.
Podcast Launch
When Dwight & Co launched a podcast, it needed more than a page on their website. It needed its own identity.
ROS Goss required a full sub-brand. A logo and cover art that had to stand out in podcast apps while still reading as a clear extension of Dwight & Co.
This included custom illustration that would end up a crucial part of the Dwight & Co brand moving forward.
The website grew to match. A dedicated podcast landing page and individual episode pages with custom filtering and search — searchable by guest, company, topic, and episode name.
Evolution
Dwight & Co grew over time. New hires, expanded services, and a podcast that was actively generating leads. The one-pager had done its job, but it was time to build something with more room.
V2 meant a full homepage redesign, new pages, and room to highlight each team member and explain their service offerings. ROS Goss finally got the spotlight it earned on the homepage.
Design with Data
However, the most important change was rethinking how the site converted visitors. Their lead form had zero submissions.
Instead of patching it, we asked a better question: where do leads actually come from? The answer was in-person events.
So instead of a generic contact form, the new CTA highlights the events Dwight & Co will attend, automatically populated from a CMS they manage themselves. We responded to shortcomings by adapting to what works.
Their website represents their brand, informs leads, and hosts content that brings new ones through the door.
Testimonials
“Within a week of going live, I received multiple qualified leads, resulting in an opportunity close within 30 days.”
Founder & CEO
“Daniel is a passionate, intelligent, and strategic collaborator who goes way beyond just responding to a brief.”
Head of Brand & Strategy
“I am blown away with his expertise and creativity! Everything he's worked on has been a major success.”
Head of Digital Marketing
Now it's your turn.
We'd be honored to help your brand thrive.
Book a 30-minute intro call to chat about your brand and see if we're a good fit.
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