This case study documents how aligning visual identity and headline framing reduced generic signalling and clarified how a service-based business’s expertise is interpreted.

This case study examines how a service-based business became misaligned when its growth outpaced its original brand positioning. It documents how clarity was restored by realigning language, cues, and positioning with the business’s current scope and capability.

This case study documents how positioning clarity improved when a broad homepage headline was narrowed into a clearer positioning anchor, reducing generic category signalling.