Brand evolution and website design
Zaris Strategic
Evolving an identity first created by KF:D more than 12 years ago into a focused digital platform for a new international strategic consultancy.
The project
Returning to a brand we first created over 12 years ago
KF:D originally created the Zaris Strategic logo and visual identity more than 12 years ago. When founder Stephen Womersley launched a new consulting business under the Zaris name, we were asked to develop that established identity into a complete digital presence.
The initial brief
Complex services, specialist sectors and an international audience
Zaris required a new website for a consultancy working internationally across operations, engineering and manufacturing within defence, aerospace, automotive and technology.
The client referenced one website for visual flow and another for the level and style of its content. Imagery needed to connect with defence, drones, engineering and manufacturing, while remaining centred on people.
Commercial objective
Establish credibility for a new specialist consultancy from
launch.
Content challenge
Present a broad range of advisory and executive-search services
without overwhelming the user.
Audience
Senior leaders, boards and stakeholders operating in complex,
high-consequence environments.
The central challenge was not a lack of content. It was creating clarity from a complex proposition.
Brand evolution
Building on an identity first created by KF:D more than 12 years ago
KF:D originally created the Zaris Strategic logo and visual identity more than 12 years ago. When the new consultancy was launched, the objective was not to replace the brand, but to develop it into a stronger and more complete digital system.
The existing identity already communicated many of the qualities the new business needed to retain, including authority, precision, discretion and long-term value.
Authority
A restrained identity that feels established, credible and appropriate for senior decision-makers.
Precision
Clear typography, disciplined spacing and a carefully controlled visual hierarchy.
Discretion
A confident but understated design that avoids unnecessary visual noise.
Longevity
An identity strong enough to remain relevant while adapting to a new consultancy and digital platform.
The digital design system
Translating the original identity into a modern website
The website extends the original Zaris brand through deep charcoal, white and yellow, supported by strong typography, generous spacing and carefully structured layouts.
Charcoal
#111718
Zaris yellow
#F4C400
White
#FFFFFF
Soft grey
#D8D9D7
Refining the structure
Turning a broad brief into a clear six-page website
The proposed services and supporting pages were consolidated into a simpler structure. Experience and track record were integrated into the Expertise page, allowing supporting evidence to sit alongside the relevant service content.
The homepage was deliberately treated as a statement of intent, rather than a summary of every service and sector.
01
Home
02
About Zaris
03
Expertise
04
Industries
05
Insights & News
06
Contact Us
Clarify
Reduce a wide-ranging proposition into a structure that can be understood quickly.
Prioritise
Use the homepage as a statement of intent rather than a summary of every service.
Humanise
Balance technical imagery with leadership, people and real working environments.
Scale
Create a modular WordPress platform that can grow with the consultancy.
Website presentation
Showing the website at scale, rather than hiding it inside mock-ups
One restrained desktop and mobile presentation is enough to establish that the website is responsive. The remainder of the case study uses large, flat screenshots so visitors can properly see the typography, content hierarchy, image treatment and page structure.
Homepage and responsive design
A confident introduction across desktop and mobile
Content hierarchy
Complex information made easier to navigate
Visual consistency
A restrained system built around clarity and authority
Mobile experience
Showing the real mobile experience
These screens show how the site behaves in practice, including the homepage, cookie controls and internal content layouts. Simple black frames keep the focus on the design rather than the device.
Testimonial wording to be approved
“
KF:D understood both the history of the Zaris identity and how it needed to evolve for the new consultancy. The finished website gives us a clear, credible platform from which to present the business and develop it over time.Stephen Womersley Founder and Principal, Zaris Strategic Consulting Limited
The outcome
A focused website built around clarity, credibility and future growth
The finished site transforms a broad initial brief into a clear digital platform, retaining the strength of the original identity while giving the business a more ambitious and contemporary presence.
Visit Zaris StrategicClear positioning
A concise explanation of who Zaris supports and where it adds value.
Structured expertise
Four defined service areas supported by relevant evidence and experience.
Editorial flexibility
An Insights section designed for selective, evergreen thought leadership.
Long-term continuity
A 12-year-old identity successfully evolved for a new stage of the business.
Start a project
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