Eleven17 Consulting
Positioning a consultancy for growth in complex, high-accountability sectors
Client
Eleven17 Consulting
Industry
Business Transformation Consulting
Project areas
- Brand Positioning
- Website Strategy
- Website Design
- Copywriting & Messaging
- Search Engine Optimisation
- Ongoing Support
Kieron Young has spent years leading complex transformation programmes where the stakes are high and there is little room for error.
His experience wasn’t in question. Organisations trusted him to guide major change, align stakeholders and deliver programmes that carried real operational and reputational risk.
The challenge was that someone discovering Eleven17 for the first time couldn’t immediately see that.
Like many experienced consultants, Kieron’s expertise had been built over years of delivering results rather than talking about himself. The website needed to bridge that gap, helping prospective clients quickly understand the depth of experience behind the business and why Eleven17 was different
Why this mattered
Kieron’s reputation had been built over years of delivering successful transformation programmes, not marketing himself. Existing clients already knew the value he brought, but prospective clients only had a website to judge him by.
That’s an important difference.
When someone is considering a consultant, they’re not comparing colours, layouts or animations. They’re looking for signs that this is someone who understands the challenges they’re facing and has successfully dealt with them before.
Our job was to make sure the website reflected the confidence Kieron naturally inspires when you meet him in person.
“One thing I appreciated throughout the project was that Stuart challenged assumptions rather than simply taking a brief and building a website. Those conversations helped clarify how Eleven17 should be presented, and that thinking carried through into everything from the website to our presentations and client communications.”
Kieron Young
Managing Director | Eleven17 Consulting
Looking beyond the website
One of the first things we try to understand is whether a business has a website problem or a communication problem. They’re not always the same thing.
In Eleven17’s case, the business already had something incredibly valuable: years of experience helping organisations navigate complex change. That wasn’t something we needed to create. It was already there.
The challenge was making that experience visible.
As we got to know Kieron and the work he’d delivered, it became clear that some of the strongest reasons to choose Eleven17 weren’t immediately obvious from the website. Much of what made the consultancy different came out naturally in conversation; the calm approach to leading change, the ability to build trust across different stakeholders and the experience of working in environments where getting things right really matters.
Those are the things prospective clients are looking for, even if they don’t always realise it themselves. The website needed to bring those strengths to the surface, helping visitors understand not just what Eleven17 does, but why organisations place their trust in Kieron when the stakes are high.
Building a consistent identity
Once we had a clearer picture of what Eleven17 stood for, it became important that every part of the business reflected the same level of professionalism.
The website was the most visible part of that, but it wasn’t the whole picture.
We refined the existing logo to give it a more contemporary feel without losing the recognition and familiarity Kieron had already established. Rather than starting again, the aim was to evolve the brand in a way that felt natural and authentic.
From there, we developed a consistent visual framework that could be used across the business. That included presentation templates in both PowerPoint and PDF format, a professional email signature and supporting brand assets, helping Eleven17 present itself consistently whether someone visited the website, received a proposal or opened an email.
Individually, none of those things transforms a business. Together, they create a much stronger first impression and reinforce the confidence that organisations need before choosing a consultancy partner.
Shaping the story
Once we understood what made Eleven17 different, we could start building a website that reflected it.
Rather than trying to impress visitors with jargon or long lists of services, we focused on making the value of the business easier to understand. We reworked the structure of the site, refined the messaging and created a clearer journey that helped prospective clients quickly grasp who Eleven17 helps, the challenges it solves and why Kieron’s experience matters.
The visual design was deliberately understated. It needed to feel professional and credible without distracting from the real strength of the business: Kieron’s expertise and the confidence he brings to complex transformation programmes.
Every decision, from the way the content was organised to the language used throughout the site, was made with the same goal in mind: helping prospective clients feel they were speaking to someone who had already solved problems like theirs.
The result
Eleven17 now has a digital presence that reflects the quality of the consultancy behind it. From the first visit to the website through to a presentation or follow-up email, every touchpoint presents the same message: an experienced transformation consultancy that brings clarity, confidence and professionalism to complex change.
For us, that’s what successful branding is really about. It isn’t creating something that looks different for the sake of it. It’s making sure every interaction reinforces the same impression and gives prospective clients another reason to trust the business.
Good businesses don’t always need reinventing. Sometimes they simply need presenting in a way that reflects the quality that’s already there.
That was the case with Eleven17. The experience, expertise and reputation already existed. Our role was to bring those strengths to the surface and ensure every interaction, from the website to a presentation or a follow-up email, reinforced the same sense of professionalism and trust.