B2B website redesign for a training company

The brand core was there, but years of incremental changes had worn it down and pulled it apart. In the brand relaunch we sharpened the mark, reset the typography and grew the violet into a working colour system that stretches from a pale surface tone to a saturated gradient. The diamond from the logo returns as a design motif: an accent inside running text, a shape across images, a divider between sections. The result stays recognisable even on screens where the logo itself is nowhere in view.

For a training company, the first impression decides whether a visitor credits you with expertise. The grid is strict accordingly: generous white space, clear hierarchies, photography of real training situations rather than stock imagery. Client logos, trade-press mentions and figures such as the annual number of participants sit at fixed points in the page structure, so trust signals appear in the same position on every subpage instead of being reinvented page by page.

Rather than bending a purchased theme into shape, we wrote one from the ground up. The reason for custom WordPress theme development lies in how the offering is structured: training courses, training formats and trainer profiles each follow their own recurring page pattern. Those three patterns live in the theme as Gutenberg blocks, with spacing, heading levels and components already fixed. A new page is therefore assembled from parts that are correctly designed in advance, instead of starting from an empty editor.

For the editorial team this means a clean CMS where content can be maintained comfortably without losing the design or touching any HTML. Because only the intended blocks are available, the site stays consistent even after dozens of new pages. Loading speed and accessibility were part of building the theme rather than a later optimisation pass: images ship in modern formats, the navigation works from the keyboard, and contrast ratios are checked throughout.