Case study · Executive search · New Zealand
A boutique advisory positioned to sit across the table from a board.
A firm advising boards and chief executives on leadership appointments. The offer was genuinely sophisticated. The website had to earn the right to charge for it.
Where it started
The brief
Lighthouse partners with boards and chief executives to appoint transformative leaders. Their buyers are chairs and directors: people who read very few words and form judgements very quickly.
The offering was layered: search, board appointments, leadership advisory, market intelligence. Layered offerings are where boutique firms lose people. A prospective client has to work out where they fit in seconds.
What we did
Four decisions that made the difference.
One idea in the hero
“Clarity in leadership. Confidence in the future.” Nothing competes with it. At board level, restraint reads as seniority.
Sequenced the offer instead of listing it
Rather than a flat services grid, the page walks a visitor from the problem they have to the engagement that solves it, so a complicated offering becomes a path.
Rooted it in place
The Cape Egmont lighthouse under Taranaki Maunga carries the brand metaphor and anchors a national firm unmistakably in New Zealand.
Quiet, expensive typography
Editorial serif against generous white space. The design signals fee level before the copy mentions it.
Where it landed
The result
Lighthouse now presents as a firm a chair would shortlist. The detailed offering is followable in one scroll, and the art direction does the positioning work a boutique can’t afford to spend a sales call on.
At board level, restraint reads as seniority.
Next step
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