Croxen & Co
Croxen & Co
Industry
Coaching & Consultancy
Professional Services
Digital Agency Growth
Design Requirements
UI/UX Design
Visual Direction
Responsive Design
Wireframing
Project Duration
–
User Group
Founders and leaders of agencies
Agency owners stepping back
Business owners planning growth
Overview
Croxen & Co, founded by Adam Croxen, helps digital agency owners shift from daily tasks to strategic leadership, growth, and exit. The website serves as the digital front door, based on an agreed wireframe and copy, ready for Figma-to-code development.
Create a confident, future-facing identity that feels distinctly human, turning an existing visual direction into a cohesive, scalable system built for both clarity and consistency.
The client wanted a visual identity that felt confident and direct, not corporate — matching a brand voice built on plain language and peer-level advice.
An initial visual direction already existed, developed by Adam, along with brand concepts, a draft colour palette, and early Figma explorations. Rather than a reset, the brief called for formalising that direction: tidying up an inconsistent colour system, replacing randomly-generated decorative shapes with a considered ruleset, and applying the result to a homepage designed to scale into a wider site. Because the file would be handed to a developer via Claude Code and later rebuilt in Framer, every component needed to be named, structured, and built on Auto Layout from the outset.
We turned the initial visual direction into a more intentional and scalable design system, refining the colour palette, formalising the graphic language, and building a reusable homepage framework designed to grow with the brand.
We resolved the brand system first, then built the homepage on top of it. The palette was consolidated around Midnight Navy and Muted Sage as primaries, with Slate Blue, Soft Clay, Deep Moss, and Warm Sand as secondaries. This replaced three overlapping off-white tones that had no clear usage rules. The organic shape motif was reined in with a strict ruleset too: two to four shapes per page, no more than two colours, positioned at the page edges. What had felt like a random, AI-generated treatment now had a more intentional, consistent rhythm.
The homepage itself follows the agreed wireframe and copy: a bold hero, a stacked problem section, the CLEAR coaching framework, service tiers, case studies, and testimonials. It was built with named layers, defined spacing tokens, and a reusable component library, all ready for handoff into Claude Code. Client feedback rounds sharpened the design further, strengthening hierarchy in the problem section, extending the CTA’s “dip” motif into a recurring pattern across the page, and pushing more colour variation into the CLEAR framework circles. The result is a system built to extend: a homepage today, and a template for every page that follows.
Tell us what you’re building.
Whether it’s a quick question or a detailed brief — we’d love to hear about it. We’ll respond within one business day with an honest, no-obligation reply.
- No sales pressure or lengthy process
- Response within one business day
- Honest assessment of whether we’re the right fit
- Fixed pricing, no hidden costs
- 10+ years of trusted delivery
No lengthy process.
Thank you for contacting us!
We’ll be in touch with you shortly.