Advantage Group has decades of standing in global consumer insights, and their existing site earned that reputation honestly — dense, formal, text-heavy. In the U.S. market, though, that same weight was reading as dated rather than authoritative.

The hard part was that I couldn't simply modernize it. Strip too much and you lose the seriousness that makes CPG executives trust them. So I left the parent brand's structure and tone intact and changed the pacing instead: more room between ideas, clearer navigation, restrained motion that signals current without shouting. I designed and built the site in Framer, testing the pacing against real content and real breakpoints as I went. Product UI illustrations, a guidebook, paid social, and the email campaigns carry the same restraint.

The engagement produced $4.5M in pipeline and activated 989 high-fit executive connections.