Figure Eight Creative

The challenge

Figure Eight Creative, a micro-agency providing specialised copywriting and brand voice services for outdoor brands, came to us with a vision: they wanted a website that would not only reflect their expertise but also embody their values of sustainability and adventure.

With a strong client base but limited online visibility, they needed a website that could:

• Build credibility within their niche, attracting high-quality leads.
• Balance nature-inspired elements with adrenaline-driven excitement to appeal to outdoor brands.
• Remain carbon-friendly, in line with their sustainability focus.

The website needed to strike a delicate balance between showcasing their passion for the outdoors while guiding visitors through an easy-flowing user journey that would encourage conversions and engagement.

What we did

To help Figure Eight Creative achieve their goals, we developed a detailed strategy that shaped every aspect of the website’s design and functionality.

Website Strategy

We started by forming a comprehensive strategy that mapped out the user journey. This included a sitemap, navigation plan, and funnel guide, all tailored to drive traffic and conversions. We worked to ensure that every design decision, from layout to content placement, aligned with their overarching business goals. The strategy phase not only clarified the project direction but also gave Figure Eight Creative a roadmap for their content marketing moving forward.

Wireframing & placement

What’s great about working with a business that already creates compelling copy for their clients? They know their business inside out and can write their own copy. This meant we didn’t need to call on any of our external copywriters.

While Figure Eight Creative provided the copy, we worked on wireframing and structuring the website, ensuring that the content was placed strategically to guide users towards conversion points. The wireframing allowed us to test and refine the layout and copy before the full design, ensuring that the user journey was intuitive and aligned with the site's goals.

Design phase

In the design stage, we carefully balanced nature-inspired themes with the thrill of outdoor adventure. Lucky for us, Figure Eight Creative had some wonderful branding to play with.

We used natural tones and full-of-life design features to reflect both the natural environment and the adrenaline-fueled energy of outdoor sports and the outdoor lifestyle. The design needed to appeal to outdoor brands while also being practical and conversion-driven, ensuring visitors were guided smoothly from discovery to action.

Low-carbon website build

Sustainability was at the heart of this project. We built the site with a low-carbon footprint using custom coding (Astro) and hosted it on Netlify, a high-performance yet eco-friendly platform. To further reduce environmental impact, we integrated Umami analytics, a lightweight, privacy-friendly solution, ensuring the website was not only beautiful but also environmentally conscious.

Results

The new Figure Eight Creative website was a success on multiple fronts:

• Carbon-friendly and performance-driven: The site is both eco-friendly and high-performing, perfectly aligned with Figure Eight Creative’s sustainability goals. It remains lightweight, fast-loading, and scalable without compromising its carbon footprint.
• Strategic and user-focused: The strategy phase proved invaluable, with Jane, the founder, using the strategy documents not only for the website but also to guide her content marketing efforts. The website’s structure, built on thoughtful user journeys, provides a coherent experience for visitors, making it easier for them to explore services and convert into leads.
• Design that reflects the brand and confidence: The final design captured the essence of the outdoor world, blending the calm of nature with the excitement of exploration. The visual elements resonated with Figure Eight Creative’s audience. After receiving plenty of praise on launch, there’s no doubt Figure Eight Creative will climb the outdoor industry with confidence now.
• Ongoing growth and support: After the successful launch, Figure Eight Creative signed up for a growth and support plan with us. This ensures the website continues to evolve, with regular updates, analytics reviews, and optimisation to keep their online presence strong.

In Jane’s words: "The website ticks the boxes of being both beautiful and carbon-friendly, but the real strength comes from the strategy work you did. I absolutely LOVE the design, the whole structure of the website and all the details... I also really, really LOVED the experience of working with you. The reports were a really nice touch, and you did a great job of teaching me how to edit the website."