Go Plans
Repositioning
About Go Plans
When I joined Go Plans, the business had already launched but had not yet developed into a strong commercial brand. Revenue was inconsistent, and the focus was on making the company more competitive, building demand and creating a clearer position in the residential architecture market.
Challenge
The original brand was built around speed and low cost, with a highly commercial, price-led website and bold orange identity.
As Go Plans expanded its services and offered more support throughout the project, the brand no longer reflected the level of service or value we were providing.
It still looked and felt like a budget online service and continued to attract heavily price-driven enquiries.
Solution
Reposition Go Plans between two ends of the market: more personal and design-focused than a low-cost online service, but more accessible, faster and competitively priced than a traditional architecture practice.
The new brand and website moved the focus towards value, expertise, speed and support, with a stronger identity and clearer digital experience that better reflected what Go Plans had become.
Before
After
Brand Identity & Positioning
Move the focus away from price alone and towards value, expertise, speed, and customer support.
The aim was to position Go Plans between low-cost online architecture services and traditional, higher-priced practices: professional and design focused, but still approachable, efficient, and competitively priced.
I created a completely new visual direction using navy, bright mint and pink to move away from the generic, price-led identity and give Go Plans a more distinctive personality.
Navy brought credibility and structure, while the brighter colours introduced energy and a slightly playful edge. The aim was to create a brand that felt modern, approachable, and easy to remember, without losing the trust expected from an architecture business.
Typography
Headings
League Spartan
AaBbCc123
Paragraphs
Avenir Next
AaBbCc123
Colours
Mood board
UX, Customer Journey & Content
As Go Plans expanded its services, the website needed to make a more complex offer feel simple and easy to navigate.
I restructured the site around the customer journey, creating clearer service pathways and stronger routes towards enquiry and conversion. I also introduced and designed an instant online quote journey, capturing project details as leads while giving potential clients an immediate price indication. It became one of the strongest conversion routes on the website, with the majority of submitted quotes progressing into clients.
I designed the site structure and page layouts in Figma, wrote the initial copy and worked with a copywriter to refine the messaging and tone. I then briefed and worked directly with an external digital agency throughout development to ensure the final build stayed aligned with the design, content and commercial objectives.
Sitemap
Customer journey overview
Online quote
Results
The rebrand, new website and instant online quote journey brought more of the right clients to Go Plans.
Website traffic
+0%
Lead conversion through the online quote form
Strong
Website enquiries
+0%
Digital Marketing
After the rebrand and website launch, I focused on building out Go Plans’ digital marketing around the new identity. This included social media content, email campaigns, photography, video and other digital assets to keep the brand consistent, recognisable and active across every customer touchpoint.
Sales and service brochure
Project photography
Social media
The Outcome
The rebrand helped move Go Plans away from its original price-led positioning and better reflect the broader, higher-value service the business had become.
Following the launch, the website saw more enquiries, increased traffic and longer time on site, while the new online quote journey became a strong source of converted leads.
From mid-2023, the business entered a period of rapid growth, with increased project demand and additional staff brought in to support the workload.
The result was a more distinctive brand, a clearer customer journey and a digital presence that matched the direction of the business rather than where it had started.
Go Plans ceased trading at the beginning of 2026, so the website and social channels are no longer live.
