Firefly Advising
Firefly Advising is a consultancy service led by Arden Everson. Firefly helps people articulate what they need to be happier at work, and helps businesses create environments where people can thrive.
We helped Firefly launch from point zero, creating a distinctive visual identity and designing and developing their first website on WordPress. The work balanced approachability and professionalism, with a modular build that supports independence for a growing, evolving business model.
Project Team
UX Design: Katie Gee
Branding and UI Design: Alaïs de Saint Louvent
Development: Sofiia Bondarenko
The Challenge
Firefly needed an identity that could feel joyful and human without losing credibility. As a consultancy, the brand had to be warm and approachable, while still feeling clear, trustworthy, and professional.
Because this was the first website, the platform also needed to create a strong “first impression” and translate Firefly’s values into a clear experience.
Finally, as Firefly grows and services evolve, the website needed to support change without becoming a technical bottleneck. The system had to give the client genuine independence to create and update pages over time.
What We Did
We created a brand identity that holds intentional duality: quirky and approachable through blocky shapes and bright colour, while staying clean and professional in overall structure. Arden’s wish to incorporate fireflies shaped the illustration and logo explorations, grounding the identity in a memorable, eponymous motif.
On the website, we designed and built a modular WordPress system using flexible content blocks. This is distinct from rigid page templates: it gives the client the building blocks to create new pages with varied structures as the business evolves, without needing a developer.
We used the brand motifs to create a sense of curiosity and wonder in the experience, and built interactive components that support engagement. Because the site structure is simple, functionality remains consistent across devices, with adjustments where hover-dependent interactions are not available on mobile.
Impact
Firefly launched with a cohesive brand and web presence that feels both joyful and credible, helping people understand the offering and trust the experience.
A modular WordPress build supports long-term independence. As Firefly’s services, programmes, and ideas evolve, Arden can create and update pages without being locked into a fixed template structure or relying on ongoing developer time.
The result is a site that can grow with the business model, protecting capacity and supporting experimentation as Firefly develops.
I absolutely loved working with Lutalica on my branding and website. I get compliments at least once a week related to the great work you did — thank you for bringing my vision of a joyful brand to life and being such wonderful humans to work with!
– Arden Evenson, Founder of Firefly Advising
