Meet the 85%

Meet the 85% required a digital presence that signalled institutional credibility to global brands while remaining fiercely loyal to their “no-gloss” values.

A significant strategic hurdle was the nature of their work—much of it is protected by NDAs. Our challenge was to architect a website that could communicate immense value and expertise even when specific case studies couldn’t be shown in detail. We needed to sell their “Reality Advantage™”—the process of listening—rather than just the results.

We designed and built a new digital home by customising a Webflow framework, allowing for rapid deployment without sacrificing intentional design.

We conducted a rigorous brand audit and accessibility check, refining their dark-toned palette with a set of supportive lighter tints to ensure maximum readability and WCAG compliance.

From there, we focused on strategic information design. Since the work itself is often private, the website had to function as a narrative engine for their unique approach. We built a content-led structure that explains the “Reality Advantage™” in practice, using plain language and clear pathways to demystify ethnographic research. The result is a direct, high-contrast experience that supports a growing body of work while making space for the nuances that “glossy” headlines usually ignore.

The new site provides Meet the 85% with a strengthened foundation for business development and visibility. It serves as a credibility engine, helping prospective clients orient themselves quickly and understand the consultancy’s unique “anti-bubble” value proposition.

Crucially, the website makes their values legible: research that respects context and ignores assumptions. By providing the digital infrastructure for them to scale, we’ve ensured that Meet the 85% can continue to challenge the London-centric status quo with a platform that is as clear, purposeful, and grounded as they are.