Brand2024
Brand.
Three routes to a lighthouse
Context
Founder Jack Chiappe built a prep-for-sale model that looks at a company the way a buyer would. He came to us to rebrand the business and replace the website.
Problem
M&A brands tend to look the same: navy, handshake photos and a tone built for corporates. Jack’s customers are founder owners, and that cold style puts them off. He wanted Outsetter to feel like the firm that listens.
Approach
We started with who Outsetter is for and what it stands for, then built three routes, each with a logo, social posts, data visuals, a report page and a website hero: The M&A Experts, The Trustworthy Guide and The Growth Partner. We presented them in one deck so Jack could compare them side by side.
Outcome
Jack picked the lighthouse straight away. It says what Outsetter does without a word of copy: a steady light guiding owners towards a safe, well-timed exit.
Brand2024 to 2025
Illustration system.
Twenty watercolours and a style guide
Context
The chosen route rests on soft watercolour imagery, so the brand needed far more than one hero picture.
Problem
Jack liked the building route too. Rather than lose it, the system had to bring its ideas into the watercolour style, and stay consistent as Outsetter grows.
Approach
We made a set of 20 watercolour illustrations, from lighthouses and bridges to offices and city streets, and a style guide covering the logo, a restrained off-white and dark blue palette, the typefaces and how to use it all.
Outcome
A library Outsetter uses across its website, with the rules to keep new pieces on brand.
Websites2025
Website.
A site with three front doors
Context
Outsetter sells a clear, packaged service to business owners, and also works behind the scenes for M&A advisors.
Problem
The site had two audiences pulling in different directions, and it had to move each visitor towards a conversation with Outsetter or a sign-up, rather than just explain the offer.
Approach
We mapped three ways in: owners exploring a sale, owners with a deal in view and advisors who need capacity, each with its own route to getting in touch. We worked through the copy page by page with Jack, then built the site in Framer with an Advisors page, a mailing list and free valuation hooks.
Outcome
At handover we moved the project into Jack’s own Framer account and showed him how to run it. He has kept building on it since, and later introduced another founder to us.
