If you’ve visited before, you’ll notice things look different. We have a new brand and a new website, and we built most of both with AI. We tell clients that AI changes how quickly good work can be delivered, so it felt right to show it on ourselves first.

This is an honest account of how it went: what changed, how long it took, where people stayed firmly in charge, and the things the AI got wrong.

The brand

The new brand is deliberately simple. A single-line mark drawn from our initials, a deep navy we call Harbour Night, a coral highlight we use sparingly, and one typeface, Geist, for everything.

We developed it with Claude, Anthropic’s AI assistant. Alongside the logo and colours it produced the things a brand actually needs to be used day to day: quote, invoice and document templates, an email signature, newsletter and client update emails, a brand hub where the team can download all of it, and a short walkthrough for staff. It finished by packaging the website design into a build pack with the designs, motion rules, page plan and photos, ready to be built.

The website, and how long it took

The site was built with Claude Code, the version of Claude that writes and runs software.

Day one. From that build pack, every page of the new site was working on our own machine within a single working session: homepage, services, case studies, about, contact, journal and legal pages, with the scroll animations from the design.
Over the next few days we reshaped the content around what we now offer, with AI at the centre and the platforms we build on alongside. We added new case studies, updated others and retired a few.
Twelve days after starting, it went live. In the final push, all 33 articles from our old site moved across with their images, which were shrunk from 26 MB to 3.4 MB on the way. Every old web address was redirected to its new home, and the contact form was connected to our existing setup.

Since launch, the pace hasn’t dropped. In the first day we put a dozen updates live, from new photography and a fix for an office touch screen to a new AI readiness check that was designed, built, tested and published in a single morning. Each update goes live about five minutes after we approve it.

For a project like this, a rebuild of this scope has typically meant weeks of development time. Most of that time went into the parts AI is now very good at: turning a design into working pages, moving content across, and checking the details.

Where people stayed in charge

AI did a lot of the typing. It didn’t make the decisions.

Every choice about what we say, how we present our work and what goes live was ours. When a case study needed facts we didn’t have to hand, the AI left a clearly marked gap rather than inventing figures, and those gaps never appear on the live site. Nothing reached the public site without one of us reviewing it and saying yes.

That matters for clients too. The value isn’t that AI does the thinking. It’s that it takes the slow, repetitive work off the people who should be doing the thinking.

What it got wrong

It wasn’t flawless, and it would be odd to pretend otherwise.

The clearest example: the homepage appeared blank on the large touch screen in our office. The first explanation was that the screen was running out of graphics memory. It was a reasonable guess, and it was wrong. Once we checked the screen’s browser version, the real cause turned up quickly: a build tool had removed a line of code that older browsers need. We fixed it properly, made sure it couldn’t happen again, and had it live within the hour.

That’s a fair picture of working with AI in general. It’s fast and capable, and it still needs someone checking the results against the real world.

What this means for you

We built our own site the way we now build for clients, so the speed above isn’t a one-off. If you’ve got a website, a platform or a process that’s overdue for attention, it may be more achievable, and less expensive, than you think.

Not sure where AI fits in your business? Take our two-minute AI readiness check, or get in touch and tell us what you’re working on.