The transformation
Building a brand ready to grow beyond its founder.
The original Wix site represented a founder working alone. It was not fully responsive and no longer reflected a business that had appointed a Director of Partnerships and planned further growth.
01
The original situation
Theseus needed to stand apart from broad staffing agencies while demonstrating genuine understanding of specialist insurance, real-estate and transformation recruitment.
Hiring leaders and candidates needed to recognise their sector, understand the operational context behind the roles and see why Theseus was relevant before beginning a conversation. A founder-centred website could not carry the identity or structure of the company it was becoming.
02
The strategic response
The central decision was to move Theseus from a founder-centred identity to a scalable company-led brand organised around three specialist markets: insurance transformation, real estate and PropTech, and technology and change.
The Ship of Theseus became a strategic thread rather than a decorative metaphor, connecting the brand to the transformation programmes the business helps its clients staff.
03
More than a website
The work expanded across positioning, branding, page structure, development and SEO, with a connected system for LinkedIn, slide decks, proposal templates, documents, brand guidance and SharePoint.
That wider system gives the growing team a consistent company identity and practical tools for communicating, selling and operating at a higher level.
Client perspective
The work grew from process advice into an overhaul of the brand, company identity, documents, SharePoint and website. Charles Jensen, Founding Director, said Theseus would not operate at the same level without Clare’s support.
Key decision
Lead with sector language before the wider brand story.
Why it matters
People can confirm relevant expertise immediately; the metaphor then deepens the position instead of making visitors interpret it first.