Uniting two brands under one visual identity with a single Squarespace 7.1 website

Gray Matters

Gray Matters is a business development consultancy for founder-led firms, supporting clients to grow sustainably through smart positioning, robust go-to-market strategies and a long-term success mindset.

Through 1:1 and group support, Adam and his specialist team cover everything from sales mindset and value proposition development to CRM automation and partnership strategy.

www.gray-matters.co

Adam was running two parallel businesses. Gray Matters offered high-level consulting to premium clients, while BD Matters provided smaller businesses with community support.
In an initial Half Day Website Strategy Session with KSD, Adam realised he needed a new visual brand identity to bring both businesses together. KSD completed this rebrand before working on the merger of both websites.
Adam had an existing DIY Squarespace membership site for BD Matters and a WordPress site for Gray Matters that had grown over time. Both had become cluttered, overloaded with links and hard to navigate.
Visually, the sites felt too casual for high-end clients and valuable content like training events and resources were buried.
A new website was needed to showcase the depth of what Adam and the fractional team can offer to both independent founders and large-scale agencies.
Bringing two brands together
The new Gray Matters brand works beautifully for both audiences, speaking to premium clients while nurturing a community of smaller founder-led agencies. KSD replaced playful cartoon-style graphics with sophisticated visuals that feel more professional and credible.
Making services easy to find
KSD combined content from the existing Squarespace membership site and separate WordPress site into one streamlined Squarespace 7.1 platform. Rather than starting fresh, which would have forced existing members to sign up again, KSD worked within the current Squarespace subscription to keep the existing community and create clear paths for different types of clients.
Service packages were simplified to cut confusion, so visitors immediately understand what's right for them, whether that's joining the community, signing up for programmes or booking individual consulting.
The site now showcases credibility through better testimonials with real names and photos.
KSD brought Grey Matters' proven process front and centre and added helpful FAQs exactly where visitors might have questions.
Custom functionality for membership
Membership sites need special attention to work well. KSD designed custom filtering for training and events, using clever Squarespace features with bespoke code so members can easily find what they're looking for.
The rebuild also planned ahead for the upcoming podcast launch, bringing in existing content from the old WordPress site and built in room for future growth, all while keeping current members happy with their existing subscriptions.
The complete visual rebrand and new Squarespace website brings everything together into one clear, professional platform that speaks confidently to both premium clients and community members. By combining two brands with simplified offerings and easy navigation, Gray Matters now has a cohesive brand identity and website that truly reflects the quality of their business expertise.