The project had two problems to solve in parallel — structure and identity — and the solution to each informed the other. Getting the content architecture right without updating the visual presentation would have been a missed opportunity. Equally, a visual refresh without addressing the underlying clarity issues would have just made a confusing site look better.
Restructuring for Clarity
The starting point was a full review of the site architecture and user journey. Alex's existing site contained a lot of information, but it lacked the structure to make that information meaningful to someone arriving cold. The restructure focused on creating a clearer path through the business — from high-level service awareness through to detailed process information — so that visitors could quickly understand not just what Cambridge Industrial Design does, but how they work and where manufacturing support fits in.
A dedicated resource hub was added to the new build, giving Alex a place to house downloads, articles, and supporting content. Alongside showcasing services, this positioned the business as a genuine knowledge base in its field. The CMS was built to be fully manageable by Alex — making it straightforward to add new resources, update product partners, and keep the site current without relying on outside help.
Modernising the Identity
Cambridge Industrial Design had existing brand assets and a set of graphic elements that had appeared across company brochures over the years. Rather than start from scratch, I took those elements as a foundation and pushed them further — developing a refined colour scheme and turning those static graphics into dynamic, animated components within the new site.
For a consultancy whose entire reputation is built on innovative, forward-thinking design, the website needed to feel like it belonged in the same conversation as the work they produce. The animated elements gave the site a sense of life and craft that a static redesign alone wouldn't have achieved, while staying rooted in the identity Alex had already established.
The response since launch has been positive — with Alex receiving strong feedback and an upturn in enquiries from a site that now reflects the full breadth and quality of what Cambridge Industrial Design offers.
