total synergy
Brand Revolution
for a New Market Expansion
Total Synergy, a leading project management platform for small- to medium-sized architecture and engineering firms, has long dominated the Australian market. After expanding into New Zealand and the UK, they set their sights on breaking into the U.S. market, which required more than just momentum—it demanded a bold, modern brand and a website designed to position them as an industry leader, drive awareness, and accelerate sales. They also needed to reach a broader audience with their unique value: project management software built by architects and engineers, designed to empower both technical teams and back-office staff alike.
Adding to the complexity, the website redesign required a full-site overhaul while prioritizing UX and content strategy for a set of high-performing, business-critical pages. We also had to work within their existing tech stack to avoid disrupting SEO performance.
With just four months from starting strategy and redesigning the brand to launching the site, the project demanded a highly agile and strategic approach—seamlessly integrating brand development, UX strategy, and web execution to ensure clarity, credibility, and impact.
the Solution
Fifteen4 partnered with Total Synergy to deliver a cohesive brand refresh and a dynamic website that would establish credibility, resonate with their target audience, and support future content and marketing initiatives. Our solution focused on:
- Crafting a distinct brand identity that reflected Total Synergy’s innovation and leadership in the AEC space.
- Reimagine their content strategy, user flows, and UX strategy to better align with industry best practices yet be distinct among top-performing project management companies (some industry agnostic giants like Asana and Deltek).
- Designing a seamless, intuitive website experience that effectively communicated their platform’s value to their current and new geographical market.
- Executing an efficient and structured process to ensure a high-quality deliverable within the tight deadline.
the process
Discovery & Stakeholder Interviews
We began with in-depth conversations with Total Synergy’s leadership team to understand their vision, challenges, and goals for the U.S. market. Insights gathered in this phase assisted in our strategic direction for the brand identity and website.
Market Research
To differentiate Total Synergy, we conducted in-depth market research and competitive analysis, focusing on brand strategy. By evaluating industry positioning, messaging, and visual identities, we uncovered key opportunities to set them apart. These insights shaped a brand that authentically reflected their expertise while resonating with a broader audience.
Brand Identity Development
Inspired by Total Synergy’s history and future ambitions, we developed a brand that balanced approachability with professionalism.
The contemporary logo and visual identity conveys structure, precision, and forward momentum. The color palette exudes confidence, modernity, and a touch of luxury, with special attention given to contrast to guarantee accessibility and functionality in digital applications. Typography and font selection were critical aspects of the new logo which contains the architecte-inspired Swiss font, Trim. To ensure clarity and consistency, we implemented a typographic system that maintained a professional look across all materials.
For a deeper dive into the brand decisions and to participate in our client’s excitement, read Total Synergy’s blog post here.
UX Strategy & Web Design
We translated the new brand identity into a digital experience that would engage, generate leads, and convert visitors. Our UX strategy focused on creating a clear, conversion-oriented experience that served both technical users and business decision-makers. We restructured navigation and key page templates to guide different audiences to relevant content quickly, refined the information hierarchy to highlight Total Synergy’s value, and built a flexible, modular design system to support ongoing growth. Every decision prioritized usability, accessibility, and performance, resulting in a site experience that not only looked like a market leader but functioned like one too.
Key focus areas included:
- A user-friendly navigation structure tailored for A&E professionals.
- A content strategy designed to adopt industry best practices, educate prospects and showcase Total Synergy’s value proposition.
- A responsive design optimized for a seamless experience across common browsers, operating systems, and devices.
- Development within an existing tech stack and SEO strategy.
Web Development & Implementation
With a compressed timeline, our development team worked diligently to define and execute a unique process to meet unique, unconventional technical requirements for the WordPress website. A proprietary and thorough technical audit was performed before the project kicked off to ensure the most efficient and effective course of action. This process revealed challenges but nothing too big for our team of developers and WordPress experts.
We utilized scalable, high-performance web technology to ensure optimal load times, easy content updates, and a foundation for future expansion. Concluding a comprehensive quality assurance (QA) and testing phase of remediation, we delivered a staging site to our customer to test and accept. Our client teased that “a bold new era” was coming, and a soft launch of the website was shared with the Total Synergy staff and received high praise.
A web maintenance agreement was quickly established to support all of the sales initiatives and the influx of content and traffic to the site.
the results
Fifteen4’s strategic approach to brand identity, UX, and web development, specifically in the M&A space, enabled Total Synergy to enter the US market with confidence after a new investment from Private Equity. By delivering high-quality work within a compressed timeline, we helped set the stage for their continued success and expansion.
- Successful launch on January 1st, meeting the client’s critical deadline for their US market entry.
- A cohesive and compelling brand presence that reflects Total Synergy’s leadership in A&E project management.
- An intuitive, high-performing website that serves as a strong foundation for content marketing and lead generation.
- Positive reception from internal stakeholders and customers, positioning Total Synergy for future growth in the U.S. market.
“
Rebranding Total Synergy and launching our new website was a significant undertaking, and your team delivered with excellence. From strategy to execution, the process was seamless, collaborative, and exceeded expectations. We’re proud of the outcome and grateful for your partnership.
Todd Stewart
Chief Marketing Officer
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