New Website

Website Transformation

The existing website no longer reflected the quality of the business, products or brand. I led the creation of a completely new website that aligned with the refreshed brand identity, delivering a cleaner, more professional digital experience. The new platform improved navigation, strengthened messaging and created a credible first impression that better supported sales, partners and prospective customers.

Product Portfolio Rationalisation

With an extensive product catalogue creating confusion for customers and partners, I restructured the website around a simplified product architecture. By rationalising the product lineup and grouping solutions more logically, visitors could quickly understand the offering, compare products and identify the right solution, improving usability while supporting a more focused commercial strategy.

Customer Journey & Case Studies

Customer success stories were repositioned as a central part of the website experience rather than being difficult to locate. I introduced a more intuitive structure, allowing visitors to browse projects by market, application and solution. This created a clearer customer journey, strengthened credibility through real-world examples and made relevant content easier to discover.

Sustainability & Market Positioning

Research into customer priorities and wider market trends highlighted sustainability as a key purchasing driver. I introduced dedicated sustainability messaging throughout the website, showcasing energy-efficient technologies, environmentally conscious design principles and long-term product benefits. This strengthened the company's market positioning while reinforcing its commitment to responsible innovation.

One TLS Brand Strategy

The website was redesigned to present The LED Studio as one unified global organisation rather than a collection of regional businesses. By introducing a consistent "One TLS" approach, the site better communicated the company's scale, expertise and international reach, giving customers greater confidence in its capabilities and delivering a stronger, more cohesive brand presence.

User Experience & Content Strategy

Technical language and inconsistent terminology created barriers for different audiences. I reworked the site's information architecture and copy to use clearer, more accessible language without losing technical credibility. The improved user interface made the website easier to navigate for consultants, partners, installers and end users, resulting in a more intuitive and engaging digital experience.