A new website for tech consultancy Datasparq
After a change in go-to-market strategy, Datasparq pivoted from scrappy tech startup to premium AI and data consultancy focused on the private equity market.
Their website, however, was still projecting startup energy in a world where gravitas is everything. The challenge wasn't just cosmetic.
Private equity investment directors expect a level of sophistication that their old site couldn't deliver. The feel screamed "trying too hard" instead of "established expertise."
With 12 weeks to completely rebuild their digital presence, I worked directly with the executive team to understand this new direction.
We studied competitor sites, identified what resonated with PE firms, and developed a visual language that would reflect their evolved positioning.
The solution centred on light and depth—a metaphor for bringing clarity to complex data problems:
- Designed the complete system in Figma before development
- Built in Webflow with custom JavaScript for polished interactions
- Switched from startup-typical fonts to Libre Baskerville paired with Sequel Sans
- Transformed the harsh "spark" into subtle coral gradients that shift as users scroll
- Created translucent cards with shadow overlays for a sense of dimensionality
- Developed a sophisticated yet user-friendly CMS
Beyond visual design, I managed input from 15 stakeholders across business units, ensuring every service page spoke to the right audience with the right messages.
The impact was immediate:
- Increase in inbound PE inquiries
- Better conversion rates from site visitors to actual conversations
- Internal pride—team members excited to share the new brand
- Streamlined sales cycles as prospects quickly understood the business
The new site didn't just reflect the business's transformation—it enabled it. When your digital presence finally matches your actual capabilities, everything else falls into place. The private equity market responded, and equally importantly, Datasparq's own people could finally point to a website that represented the calibre of work they were delivering.
