Branding
Expert Services
A credible, premium brand for a curated directory connecting the UK's best experts with the businesses that need them.
Services
Sector
Year
Brand strategy, visual identity, brand guidelines, website
Lead generation
2025
Chapter One
Where the story began
Expert Services Directory was a brand-new venture from sales strategist Jessica Lorimer: a curated platform connecting vetted UK experts with the organisations that need them. There was nothing in place yet, so the business needed building from the ground up: a logo, a full visual identity, brand guidelines and a website, all created before launch. The real challenge was making a brand-new platform feel established, credible and genuinely premium from day one, in a market crowded with noisy, over-promising lead generation.
Chapter Two
What we uncovered
In a space full of "10x your leads" hype, the opportunity was to do the opposite. Both sides of the directory, the experts who list on it and the senior decision-makers who use it, value trust far more than noise. So the brand needed to feel warmly confident and properly premium: clear, professional and human, never overhyped. That single idea shaped everything, from a bright but disciplined visual style to a tone of voice that speaks plainly and quietly sidesteps the usual marketing fluff.
The Outcome
A brand-new platform that looked established, credible and genuinely premium from its very first day, standing quietly apart in a market full of noise. That earned trust is what draws in the best experts and holds the attention of the decision-makers who matter.
Chapter Three
The next chapter
I created the whole brand from scratch: a distinctive logo, a confident colour palette, typography, and a complete set of brand guidelines covering voice, imagery and how it all comes together. Then I designed the website and worked closely alongside the developer to bring the directory itself to life, making sure the finished platform looked every bit as credible and considered as the experts it lists. Expert Services Directory launched with a joined-up, trustworthy brand, ready to grow.
