The old site was a Wix build with a lowercase cyan “olsen consulting” wordmark. The homepage opened on a giant black “AP Wizard” set over a tilted product screenshot and a cyan gradient, with isometric icons and a stock classroom photo further down. The nav split the business into Vista Solutions, Advanced Solutions and Training. Olsen had become a company with its own AI products for finance teams, and the site didn’t show it.

Ihor and I designed the identity together. The mark is a ring of small squares and dots that breaks apart at the edges. [Trace: one line on the idea behind the mark.] The rest of the brand comes out of it. The squares and circles scale up into translucent tiles that drift behind heroes and banners, and a sharper chequerboard version sits over glassy 3D renders. We paired Shippori Mincho, a high-contrast serif, with a clean sans for body copy. The palette is an electric blue, #0021FF, on a near-black green. The serif gives Olsen the weight of a finance brand and the blue puts it with the software companies it now competes with.

For the website we showed Olsen two style tiles on October 8. The first stretched the logo’s pattern into bold blue barcode stripes. The second used a charcoal-to-blue gradient with the AP Wizard interface floating over it and the logo’s shapes drifting behind. Olsen picked the second and asked to keep the numbered card row from the first, so we merged them that day. On October 14 we brought two colour variants of the merged direction. We recommended deep navy content cards for a grounded, premium feel, and that’s what shipped.

I restructured the site around how Olsen sells today. AP Wizard got its own overview with a free trial path. Consulting pulled the old Vista tools, implementation and reporting pages into one place. OlsenAI introduced the AI-Enablement cohort, while Why Olsen and About carried the story in Jon Olsen’s voice. “Engage a Consultant” sits in the top right of every page.

By the fourth round the boards carried motion notes for the developers. The hero visual lifts up from the midpoint while the logo’s squares and circles float in with a rim light sweeping through their strokes. The numbered cards sort themselves into place as you scroll. Typography and spacing specs went over with the approved pages, along with mobile layouts where the card rows turn into swipeable carousels.

With the brand in place I prepared Olsen’s presentation deck for Trimble Dimensions 2025 and the assets that went with it. [Trace: talk title, who presented, two or three specifics about the deck.] The new homepage carried a banner announcing Olsen as a gold exhibitor at the conference.

Olsen is still building on the brand. The site has grown to 18 pages in the same look, including new Docusign Wizard pages and a page for Dimensions 2026. This November Olsen is back at Dimensions as a Gold Sponsor, and Jon is on the speaker list.

Showing two complete style tiles at the first review got us specific feedback right away. Olsen came back with a preference for every section of the page, and we could merge the two directions the same afternoon.

The deck was the first time the brand had to work away from the website. [Trace: what held up, and what you had to add for slides and the booth.]