New Entity HCM
At a glance
New Entity HCM had more than 100 implementation projects behind it and a one-page holding site in front of it. We turned a product-led brief into an expertise-led, eight-page website and launched it three days before a major ADP conference.
From discovery to launch
Average time on site during the conference month
Holding page to an eight-page site with a case study CMS
The client
Specialists who looked like generalists.
New Entity HCM is a specialist HCM consultancy with significant experience implementing ADP’s WorkForce Suite and integrating it into complex enterprise systems. Every consultant is in-house and based in North America, across the US and Canada, with no outsourcing, and its people have delivered more than 100 projects.
None of that was visible. They had nothing online that represented them, and the deadline was fixed: a major ADP conference in mid-April.
The brief
A strong brief, pointed at the wrong hero.
They had no website that represented them. It needed to show their expertise and the value they bring to large enterprises and complex solutions: consulting experience, solving complex problems, structured delivery and trusted professionals.
We worked with the partners to identify the content and priorities. The first brief was written from the product outwards, and through reviews with Lou Alicegary, Managing Partner, it sharpened from Gather-focused to consultant-led. Buyers engage consultants, not tools, so Gather became the proof that the method is real.
How we worked
Four structured weeks.
This ran straight after the Gather launch so it could hit the conference deadline. Four phases, each turned on a single decision.
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01Week 1
Discovery
The brief arrived while the Gather site was in final build. We read it against what the partners were actually saying, and one gap stood out.
Key decision
Lead with people. Keep the platform as proof.
The brief made Gather the hero; the partners wanted the team to be. So we de-emphasised the Gather name across the homepage and framed the firm’s size as a strength.
The Gather page became a short offshoot: why it exists, its five capabilities, then a hand-off to the product site. An expert buyer trusts people who use good tools. They are wary of consultancies that sound like software vendors.
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02Week 2
Design
Design translated what discovery found into feel. We brought the consultants to life through a visual identity that reads as professional and North American: red calls to action that stand out against silver, white and a slightly off-tone black, sharp corners, flat straight cards and sections, and only slight rounding on buttons. Specialists, to the point.
Key decision
Same company, different message, different look.
Gather and New Entity share owners and an audience, but not a message. Gather is rounded and product-like. For New Entity we designed the opposite: straight edges, hairline borders, silver backgrounds and flat ruled sections in place of soft cards, to say professional consultancy, complex systems and North American delivery.
Structure reads as rigour to a professional buyer, and the contrast stops two sites from the same firm blurring into one.
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03Week 3
Development
Development turned discovery and design into an experience you feel. The navigation sits transparent over the hero on a clean line, turns a translucent dark on scroll, then flips to silver past the hero and on pages without a hero image, such as About and the case studies. The team moves in parallax, large stats such as where the consultants are based and the projects completed animate in, and a clean page wipe carries every move between pages.
Key decision
Sophistication you feel on every page.
An enterprise buyer is judging whether a firm can handle complex work, and that judgement starts with how the site behaves. So we made consultant-level polish felt the whole way through: a seamless flow from page to page, a navigation that changes as you move, and Careers and About pages that show off the team.
The site behaves the way the firm works: structured, considered and in control.
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04Week 4
Deployment
The last week went on rounds of feedback, accessibility and QA, checking every link and every transition, then the domain migration. The site launched three days before the conference, giving search engines time to index it.
Key decision
Proof without logos.
Social proof mattered, but client contracts ruled out a logo strip. We built proof from what could be shown: a hero stat bar (100+ projects, 12+ HCM partners, 100% North American consultants), partner graphics for ADP and SAP, and a CMS-driven case study template merged from two existing write-ups.
We also gave the team a fill-in content template with a worked example, so consultants can supply new case studies without a designer. The site keeps collecting evidence after launch.
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05The outcome
Ready for the room
When the team went to the conference to meet ADP and demo Gather, the website finally matched the expertise in the room: specialist, structured, and deep enough to hold a serious reader.
The team was proud enough to put the website hero on a TV at their conference stand, front and centre.
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06Since launch
A site that keeps pace
The engagement continues as a partnership. We have since added a Careers page, replaced a contact form that was at least 90% spam with a booking link and direct email, and set up GA4 and Tag Manager so the team owns its data.
New case studies, produced with ADP’s WorkForce team, drop straight into the template.
The work
Ruled, restrained and built to scan.
Homepage
Credibility in ten seconds.
The hero leads with the positioning line and a three-figure stat bar, with partner proof directly below. A specialist, not a generalist, before the first scroll.
Who We Work With
Every audience finds its row.
Alternating rows for enterprise clients, partner consultancies and ADP leadership, so each reader self-identifies in one scroll.
Gather and New Entity
One company, two brands.
Rounded and product-led against ruled and structured. Same owners, clearly different jobs.
Mobile
Composed on every screen.
Stats stack, horizontal sections turn vertical, and every section keeps a route to a conversation.
Outcomes
Built for the conference. Still working after it.
The site carried the firm through the conference. In the month around it, 158 unique visitors spent an average of almost ten minutes on the site: people reading, not bouncing.
By June, organic Google search had become a leading traffic source, mostly US and desktop, with visitors moving through About and the case studies rather than stopping at the homepage. A prospect demo on 8 June was followed by a cluster of deep, multi-page sessions: the site reaching the right audience, and being read and digested rather than skimmed.
“Highly recommend for anyone needing a responsive, detail-oriented web partner.”
Lou Alicegary, Managing Partner, US · New Entity HCM