Equistrat · Web
Equistrat: Build marketing from zero
Visit the live site ↗The problem
He had already written his own copy and knew exactly what he did not want. What he had was a stock blue SaaS template with a swoosh and a video thumbnail, the kind that could belong to any of a thousand companies.
The solution
A black site with one neon accent, and a drawing made for him everywhere a stock image would have gone. Signed on a Wednesday, live the following Wednesday, every word of it his and every word of it editable by him.
Equistrat is a fractional CMO practice: senior commercial leadership for B2B technology companies, their boards and their investors. The client came to me having already written his copy, which is rarer than it sounds and changes the job entirely. My work was not to find his words. It was to build the room those words are spoken in.
Every graphic on the new site is drawn for him, and most of them move. The growth mark in the hero builds itself block by block, the curve climbing as the squares light. The five icons down How I work each act out their own step: the diagnosis sweeps and locks onto one square, the decision draws its own path, the team shoots out from the center, the cadence pulses, the columns grow.
The mark above is his operating model drawn literally, and it is the one I like best. One decision-maker, four specialists, and direction traveling out along each line to reach them. It plays once as you arrive at it.
He is on the page too, drawn in the same blocks as the rest of it and brightening when you rest on him. A photograph would have broken the spell of a site built out of squares, so I built him out of the same vocabulary instead.
The rest was migration. The old site came down without breaking a single link pointing at it, the new one was indexed inside a week, and his email and booking link moved across with it.
He edits the words himself now. Headlines, paragraphs, the numbers, the engagements. What he cannot touch is the design, which is exactly how he wanted it.