BILLY ETC

When it came to the design of the BILLY ETC. website, we wanted to create something that would feel like a journey—a dramatic unveiling that builds on the legacy of the brand. The experience begins with a nod to the Billy everyone knows: the neutral tones, the understated elegance. But then, as the viewer scrolls, there’s a moment of revelation. The palette transforms into this deep burgundy and vibrant red—a visual metaphor for the new, elevated Billy. We didn’t want to completely abandon the beige, though. It was important to retain that sense of familiarity, so we renewed it, keeping it as the foundation, grounding the design in Billy’s roots before introducing the bold new direction. The crescendo of the experience is when imagery of Billy’s high-profile clients slides across the logo, tying together the old and the new in a way that feels dramatic yet intrinsically connected to the original brand. It’s a design that doesn’t just show the new Billy but allows the audience to experience the transformation with every scroll.

Functionality was key in bringing this vision to life. The website needed to have this aha moment. With Squarespace as the platform the brief was for, we pushed the limits through custom coding to create transitions and animations that felt as seamless as the brand’s evolution. From image sliders to interactive client showcases, everything was designed to keep the audience engaged and immersed in the BILLY ETC. world. Despite working within the confines of a pre-existing infrastructure, the custom code allowed us to maintain a chic, high-end feel that reflects the brand's luxury positioning. Every element was carefully considered, ensuring the website wasn’t just visually stunning but also intuitive and functional.

The logo redesign was a actually tough. We really had to preserve the essence of the original logo but elevate it to mirror the sophistication of the new brand identity. The solution came in refining the typography—keeping the boldness and recognition intact while introducing subtle modern elements. The new logo is cleaner, sharper, and more representative of the brand’s growth, but it still feels like ‘Billy.’ It’s a visual cue that says, "This is still me, but I’ve evolved." The dramatic contrast of the red logo against the website’s colour transition was the perfect final touch to solidify the brand’s presence, creating that memorable ‘wow’ moment as the logo comes into focus.

The colour palette was one of the most exciting parts of this project. We wanted the transformation to feel dramatic yet organic. Starting with beige, which was always synonymous with Billy’s brand, allowed us to bring a sense of comfort and familiarity. But as the page scrolls, we slowly introduced the rich burgundy and deep red tones—a bold, confident evolution. This shift in colours wasn’t just about visual impact. It’s a reveal moment. It represents Billy’s growth, from his early days to the more refined, powerful presence he holds now. The palette was designed to be both grounding and energising, pulling visitors into the brand’s world and making sure they stay. Even though the beige remains as a subtle undertone, the new reds are what leave a lasting impression—just like Billy.

Behind the beauty of the site was a rigorous SEO strategy that laid the foundation for BILLY ETC.’s digital growth. We started with extensive keyword research, identifying phrases that aligned with Billy’s services but also with the industry’s latest search trends. The goal was to make sure BILLY ETC. stood out not just for its visual appeal but also for its discoverability. We strategically placed H1 and H2 headers with targeted keywords like “event marketing” and “content marketing,” ensuring that search engines recognized the site’s relevance. Each page was optimised for organic search, and we leveraged rich media, like embedded videos, to boost engagement and dwell time—factors that positively impact SEO rankings. The result? A website that looks stunning but also performs exceptionally well in search engines, driving organic traffic and ensuring BILLY ETC. gets the visibility it deserves.

For the blog, we wanted to create something that felt more like an editorial feature you’d find in a luxury magazine, rather than just standard business articles. The posts had to be as aspirational as they were informative. Each article was crafted to tell a story, with a clear focus on brand narrative while seamlessly integrating our keyword strategy. We approached content writing with the same care as we did the design—ensuring every post captured the essence of BILLY ETC. while also serving the practical purpose of driving SEO. Topics ranged from high-profile client case studies to industry trends, all written in a tone that felt polished and sophisticated, yet approachable. To further enhance the editorial feel, we interspersed these articles with strategic video placements. Each video was overlaid with words like "event marketing" or "content marketing," doubling as headers that aligned with our SEO goals, ensuring we captured the attention of both the audience and the algorithms. It was a perfect marriage of form and function, creating a blog that serves as both a marketing tool and a piece of brand art.