CadLogic · Digital Strategy & Web Redesign
CadLogic is a UK company with over 35 years developing CAD software. We led the full strategy behind their web redesign (UX, UI and messaging), putting their bespoke (B2B) line front and centre, and built their new-client acquisition system: modular sales decks and a LinkedIn content strategy.
CadLogic had been a CAD software reference in the UK for decades, but their website didn't tell that story. Communication revolved around their off-the-shelf product (Draft It), while their highest-value line, bespoke CAD software development for businesses, was buried in secondary pages, with no hierarchy or narrative of its own. The result: a brand competing as a licence seller when its real differentiator was being a B2B technology partner. The challenge wasn't merely aesthetic: we had to rethink what the website communicates, who it speaks to, and how it converts that traffic into real sales opportunities.
We worked on communication strategy before pixels. We restructured the information architecture into two clear paths, CAD for individuals (Draft It) and CAD for business (bespoke), and renamed and rebranded the custom-development unit to give it the protagonism it deserved. On that foundation we designed the new website: renewed visual identity, clear hierarchy towards the B2B proposition, client success stories as social proof and demo CTAs at every key point of the journey. In parallel we built the acquisition system: a modular sales deck architecture (common trunk + solution branches) and a 90-day LinkedIn playbook with ready-to-publish content and visuals.
The new website is live at cadlogic.com with the B2B proposition front and centre: visitors understand within seconds that CadLogic builds bespoke CAD software, see the proof in real success stories, and always have a demo request one click away. Their sales messaging is aligned end to end (website, decks and LinkedIn tell the same story), and the team now has an organised, scalable acquisition system to grow in the B2B market.