Giving DabApps a clearer story, identity and digital presence

The challenge

DabApps had evolved beyond the story its website was telling.

Our work increasingly brought together product strategy, design, software engineering and practical uses of AI. Yet the website presented these as a broad set of services without explaining how they connected or why that combination mattered.

The experience also felt fragmented and static, while the identity no longer conveyed the confidence and maturity of a company trusted to deliver complex digital products.

The challenge was to make DabApps easier to understand, trust and remember, while creating a brand and digital platform that could continue to evolve with the business.

The direction

I treated the work as a positioning and experience challenge before approaching it as a visual redesign. Starting with a critical review of the brand, website and wider market, I identified the need for one connected story that could carry through proposition, identity, content and interface.

Finding the organising idea

I worked closely with the leadership team to turn a wide range of capabilities into a more focused proposition.

Rather than presenting DabApps as a collection of disconnected services, I structured the story around the way successful products are shaped: identifying the opportunity, understanding users, designing and building the right solution, and supporting it as it evolves.

The latest iteration brought this into focus around a simple promise: Building software people trust. Services explain how we help, sector content connects that expertise to recognisable challenges, and case studies provide the proof.

Evolving the identity

The original review revealed a brand that felt inconsistent and overly playful in places. I refined the identity rather than discarding its existing equity, developing a more precise and self-assured visual language.

A custom wordmark, stronger typography, a more controlled colour palette and a simplified graphic system balanced technical credibility with warmth and approachability. The system was designed to remain recognisable across everything from large digital experiences to social media and interface details.

Designing a connected experience

I moved the website away from its blocky, stop-start rhythm, introducing more space, clearer hierarchy and greater variation between sections. Pages guide the eye more naturally and make complex content easier to scan without stripping away depth.

I also repositioned the case-study library as an active commercial tool rather than a static archive. Work can now be curated around sectors, services and campaigns, while individual stories focus more clearly on the problem, the thinking and the value created.

The outcome

The new website gives DabApps a more confident and commercially useful expression of its business.

It communicates a focused proposition around practical AI, product thinking and dependable engineering; connects client challenges with relevant capabilities and evidence; and provides a consistent foundation for future campaigns, case studies and service content.

The work represents an ongoing evolution rather than a single redesign. It demonstrates how I lead as a creative director: finding clarity in a complex proposition, aligning different perspectives around a strong idea, and carrying that thinking consistently through brand, content and digital experience.