The challenge

Squiz has market-leading products and solutions, a passionate team, and an impressive global client base of over 500 service-led organisations across government, education, and professional services. But there was also a disconnect. Internally, people believed deeply in the platform. Externally, the website didn’t reflect that belief. It didn’t project clarity, confidence, and presence. The team was not promoting it to prospective clients, and online lead generation was not meeting expectations.

Success meant much more than a visual refresh. The site needed to inspire on first impressions, clearly explain an integrated product suite, and support multiple decision-makers across a long evaluation and procurement journey. All while positioning Squiz alongside its global competitors, without losing its human, approachable edge, grounded in pioneering, open-source origins.

What we did

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Started with shared understanding

We began with a focused discovery phase, working closely with Squiz’s leadership, product, design, content, and development teams. Through stakeholder interviews, analytics review, and platform deep dives, we built a clear picture of the current state and future ambition.

One thing stood out quickly. Everyone believed Squiz had one of the strongest Digital Experience Platforms (DXP) available, complemented by innovative AI solutions such as Content Intelligence and Conversational Search. The website just wasn’t doing any of these justice.

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Clarified position in a crowded market

To help Squiz “show up to the party” with confidence, we ran rapid comparative and heuristic reviews across SaaS category exemplars and key competitors . We looked at two things in parallel:

• the structure of content and conversion journeys
• positioning in tone, authority, and personality

This helped Squiz define and articulate where they wanted to sit. Confident but not intimidating. Powerful technology but still usable and human. Enterprise-ready, without feeling cold or inaccessible.

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Repositioned without losing essence

This wasn’t a full rebrand, but it also wasn’t a light touch. We evolved Squiz’s visual identity and messaging to better match their maturity and capability. Through collaborative positioning and design workshops, we helped define a clearer voice and visual direction, one that felt more authoritative and more modern, while still being approachable. Colours were refined, typography was elevated, and graphic devices were rethought. The result was a step-change in the image Squiz projects through the website, not a superficial update.

Designed for long buying journeys

We heard clearly that Squiz’s customers don’t buy in one click. Evaluation and procurement journeys take time, trust, and detail at the Enterprise level. We designed new page templates and component systems that worked across every stage of the journey - from first impression, to deeper technical and standards compliance reassurance, to moments of conversion. Our wireframes focused on clarity, structure, and flow, replacing long, undifferentiated pages with purposeful content patterns.

Lead generation was designed as a spectrum – going from low-friction touchpoints like downloading a white paper, through to high-intent actions like booking a demo. Each component could then flex based on context, content, and user readiness.

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Built it together

Throughout the project, we worked closely with Squiz teams. Designs were shared early and often. Feedback was welcomed, tested, and translated into clear decisions.

As the project moved toward handover into build, we worked in detail and in tandem with developers to ensure interactions, animations, and components could be implemented cleanly on Squiz’s own DXP. The website itself became a proof point for what the platform could do.

The solution

We delivered a fully reimagined website design system, including page templates, component libraries, and interaction guidance.

The new site clearly explains what a DXP is, what Squiz’s platform does, and the value to large organisations. It balances authority with warmth, and clarity with ambition. Most importantly, it gives Squiz a website they can confidently share. One that supports sales conversations, showcases the platform’s capability, and adapts to complex enterprise buying journeys.

The impact

The impact was immediate, with the new site centre stage in digital marketing and Squiz teams in different markets around the world proud of their website and confident using it in sales and client conversations.

The new design and positioning have established a strong foundation for Squiz to clearly and confidently demonstrate their powerful offering and stand out amongst competitors. The new site has delivered improved online lead generation, clearer product understanding, and quality enquiries over time. Just as importantly, the website now stands as a live demonstration of the Squiz platform itself. Proof that their technology can deliver enterprise-grade digital experiences that are clear, flexible, and human.

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