The objective of this project was to redesign the website and update the copy to clearly position M18 around its C-level focus. Through refined UX, visual design, and content, the website was aligned with the expectations of senior decision-makers.
- Industry
- Duration
- Role
- Ownership
- Executive search
- 5 months
- Designer and developer
- Swift Marketing Agency
About the project
- Clarify M18’s positioning with C-level executive search as the primary focus
- Align the website’s UX and visual design with the expectations of senior decision-makers
- Update and refine website copy to support the new strategic emphasis
- Strengthen credibility and trust through clearer hierarchy and structure
- Differentiate M18 from more general recruitment-focused competitors
- Create a consistent and scalable design foundation for future growth
Strategic website redesign
A complete redesign of the M18 website to better reflect its refined focus on C-level executive search. The project aligned structure, content, and visual design with the expectations of senior decision-makers.
Updated copy
& positioning
Website copy was revised to clearly position C-level executive search as the primary focus. Messaging was sharpened to differentiate M18 from more general recruitment firms and to speak directly to senior leadership.
The user experience was refined to clearly guide both employers and candidates through the site. Strong hierarchy, clear navigation, and focused messaging ensure that M18’s expertise is immediately understood.
Design exploration & validation
Multiple design directions were explored through wireframes and alternative layouts. This allowed key decisions around hierarchy, tone, and emphasis to be tested before finalising the design.
Refined visual direction
The visual design was updated to convey authority, clarity, and trust. A restrained colour palette, confident typography, and generous spacing support a professional, executive-level presence.
Scalable
design system
The final design establishes a consistent and flexible foundation that supports future growth. Modular components and clear patterns ensure the website can evolve alongside M18’s business.
UX research
Persona analysis
(Active & Passive Job Seekers)
Lack of clarity around suitable C-level opportunities, limited trust in traditional recruitment platforms, and concerns about confidentiality when exploring a next career move. Difficulty assessing whether roles align with long-term ambitions, leadership style, and organisational culture.
Clear positioning of executive-level roles, discreet and professional communication, and confidence in the credibility and network of the executive search firm. Transparent insight into the search approach and expectations at board level.
Make a strategic career move with long-term impact, join organisations where leadership and values align, and work with a trusted executive search partner who operates at C-level.
Uncertainty about which executive roles truly offer strategic influence, limited visibility into confidential opportunities, and difficulty distinguishing executive search firms that genuinely understand commercial leadership.
Clear insight into role scope and decision-making authority, discreet engagement, and confidence that opportunities align with experience and long-term career direction.
Progress into broader leadership responsibility, influence business strategy at executive level, and partner with a search firm that understands commercial impact.
Business Unit Director
Uncertainty about readiness for C-level roles, lack of guidance on executive expectations, and difficulty accessing credible executive opportunities without overexposure.
Clear positioning of what is expected at C-level, reassurance around fit and readiness, and professional guidance throughout the executive search process.
Successfully transition into the C-suite, expand leadership scope, and make a confident step into executive responsibility.
Branding
Websites guidelines
A visual identity built on clarity and trust
The visual identity supports a calm, confident, and executive-level presence. Typography, colour usage, and layout were refined to convey clarity, discretion, and authority, while remaining flexible across different content types and devices.
Webdesign
Designing for clarity and focus
The interface design balances clarity with restraint. Layouts are modular and content-driven, allowing key messages to stand out without visual noise. The design supports both desktop and mobile experiences, with a focus on readability and hierarchy.
Wireframing
Design Iterations
Final design
Results
- Refined website aligned with C-level focus
Redesigned the website to clearly position C-level executive search as M18’s primary focus, aligning messaging and design with senior-level expectations.
- Improved clarity and credibility
Strengthened hierarchy, copy, and visual language to clearly communicate expertise and build trust with executive audiences.
- Candidate-focused user experience
Designed the experience primarily around C-level job seekers, supporting discreet exploration and informed decision-making.
- Consistent and scalable design system
Established a modular and consistent design foundation, allowing the website to evolve without losing clarity or cohesion.
- Clear differentiation from general recruiters
Positioned M18 as an executive search partner rather than a transactional recruitment platform through tone, structure, and UX decisions.
- Professional foundation for future growth
Delivered a refined and maintainable website that supports future content expansion and long-term positioning.