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Brand design language and website build for a global AI and automation consultancy.

Greenlight Consulting helps large organisations move from isolated automation projects to agentic AI and orchestrated workflows that coordinate systems, people and intelligent agents across the enterprise.

Working from North America with a global delivery model, the firm serves banking, insurance, manufacturing, energy, retail, healthcare and public sector clients, including TD Bank, Canon USA and Coca-Cola.

Challenge.

Greenlight had moved on. The brand had not.

  1. The identity described an earlier version of the business. The firm's capability had evolved considerably, but the brand still spoke to where it had been rather than where it was going. Prospects were meeting a presentation that undersold the company they were actually dealing with.
  2. Credibility carries the sale in this market. Enterprise buyers in banking, insurance and the public sector run long, careful procurement processes and judge heavily on how established a partner looks. Appearing smaller or less mature than you are is a commercial handicap, not a cosmetic one.
  3. It had to be built for the next stage, not the current one. Greenlight is scaling, and the category itself is moving quickly. A brand and a website that only fitted the business as it stood would have needed replacing again inside two years.

Solution.

A design language, not a logo refresh. We developed a complete visual system covering typography, colour, layout, iconography and imagery, designed to hold together across the website, sales material, proposals and event presence. The point was consistency at scale, so every touchpoint reinforces the same impression of the business.

A website built around the new positioning. The site leads with what Greenlight does now rather than what it used to do, structured so a buyer can understand a genuinely sophisticated proposition whether they arrive already fluent in agentic AI or entirely new to it. Capabilities, industries and the firm's service model each get room to make their own case.

Credibility given prominence. Partner accreditations, enterprise client names and delivery outcomes are surfaced deliberately rather than buried, because in this market those signals do a large share of the persuading before anyone speaks to sales.

Headroom for growth. The system was built to extend. New capabilities, new industries and new content can be added as the business expands, and the marketing team keeps the site current without starting from scratch each time.

CLIENT FEEDBACK

Johann Hallim

Chief Revenue Officer

“The Appeal team were incredible and delivered on exactly what they committed to and what we wanted. The scope, design and timelines were perfect. They developed a site that truly embodies our brand.”

Result.

Greenlight now goes to market with a brand and a website that match the business behind them. The positioning is clear from the first screen, the enterprise credentials are visible where they need to be, and the presentation holds its own against far larger competitors in the same procurement processes.

More usefully, it is built to last. As the firm adds capability and the category keeps moving, the design language and the site extend to accommodate it rather than needing to be torn up and rebuilt.

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