18C
Year
26
Client
18C
Sector
Technology // AI // Recruitment
18C Partners helps women engineers secure exceptional opportunities and negotiate with confidence. Working alongside Uncomplicated Brands, the project focused on evolving both the brand and website to better communicate 18C’s unique combination of strategic connections and negotiation coaching.
Process
The challenge was not to reinvent the business, but to bring greater clarity to what already made it distinctive. The existing website struggled to communicate the two sides of the offering, making it difficult for visitors to understand how the services complemented one another. Through a combination of brand refinement and UX thinking, we restructured the experience to create clearer pathways and a more intuitive journey.
Visually, the work involved extending the existing identity with a broader colour palette, refined typography, and a system of bespoke graphics that reinforced the strategic nature of the brand. Themes of planning, progression, and tactical thinking influenced subtle visual elements throughout, helping to create a stronger personality without losing the warmth and approachability that had already built trust with its audience.
Result
The refreshed identity and website provide 18C with a more cohesive and engaging presence, giving visitors a clearer understanding of both service offerings and how they work together. The improved user experience makes navigating the site more intuitive, whilst the expanded visual language creates a stronger sense of personality and consistency across touchpoints.
More than simply updating aesthetics, the project helped position 18C for continued growth, creating a digital experience that feels confident, approachable, and aligned with the impact the organisation is making within the engineering community.
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