Duncross had built their business primarily through relationships and referrals, which meant the website had never needed to do much heavy lifting. The problem with that position is it only holds as long as every prospect already knows you. For anyone landing cold, the old site sent the wrong signals: stock photography, a generic layout, nothing that communicated the quality or range of what Duncross actually delivered.

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A digital marketing agency pitching high end businesses on the strength of their expertise needs a web presence that demonstrates it before a single conversation happens. The old site wasn't doing that.

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The project also carried a layer of complexity that wasn't immediately obvious from the brief: Duncross operates across both UK and US markets, which meant the site needed to function as two distinct localised experiences, with separate domains, location details, phone numbers, and content divided by region.

Before touching anything visual we spent time understanding what Duncross needed the site to do and who they were trying to reach. Their client base skewed toward established businesses with serious marketing budgets, people who would look at the site and make a judgment quickly. The brand needed to feel authoritative and modern without losing the approachability that had served their existing relationships well.Early in the process the decision was made to move away from WordPress entirely and rebuild in Webflow. The existing WordPress setup had become a patchwork of plugins to solve problems the platform wasn't built to handle cleanly, and localisation across two markets was going to make that significantly worse. Webflow offered a cleaner path: a platform capable of delivering a higher level of visual polish, with CMS and localisation tools that could handle the UK and US requirements without bolting on workarounds. It was the right call for the brief and for the long term maintainability of the site.

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A content wireframe was produced early to map out the full site structure and plan the migration, making sure nothing was lost in the move and that the new information architecture made sense before any visual decisions were made.

The brand process started with moodboarding, pulling reference from across the client's interests and the wider market. The early stages surfaced a tension that's common in brand work: two compelling but competing visual directions, one more expressive and abstract, one more restrained and minimal. Trying to honour both at once watered down each of them. A couple of rounds of feedback made it clear that the minimalist direction was the right call, and once that decision was committed to, everything else fell into place quickly.

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The result was a confident, typographically led identity, large scale editorial type, a monochromatic palette, and a clean grid that let the work and the content do the talking. Modern without chasing trends, and immediately credible to the kind of client Duncross was trying to reach.

The site was rebuilt from scratch in Webflow, migrating away from WordPress entirely. The build included full CMS architecture across three content types: people, projects, and blog posts. The localisation requirement shaped a significant part of the build, with projects divided between UK and US domains via CMS properties, and location details, contact numbers, and regional content all switching appropriately depending on which version of the site a visitor landed on.

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The final site was polished, animated, and a significant step forward from anything the old WordPress build could have produced. The homepage moved through numbered sections establishing credibility fast: services, mission, client logos, selected work, and a clear route to get in touch.

The client was immediately confident using the new site in conversations with prospective clients, which had been the primary blocker with the old one. The site now reflects the quality of Duncross's work and gives them a platform to build on, with the CMS infrastructure in place to support ongoing content, case studies, and blog output across both markets.

Designing for two markets feels like a small scope addition until you're inside it. Even when the content differences are relatively minimal, the CMS architecture, localisation logic, and QA across two domains adds meaningful complexity to both the design and build phases. It's worth scoping that more explicitly upfront on future projects rather than treating it as a straightforward content swap.