External Group | New York, USA

External Group

Complete Brand Identity & Scroll Squarespace Website Case Study

Learn how we helped External Group elevate their presence with a bold, NYC-inspired brand identity and a striking Scroll Squarespace website by delivering Complete Brand Identity and a Scroll Squarespace Website.

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Enhanced visual clarity

Stronger digital presence

A modern and cohesive brand identity

A striking, minimalistic user experience

Project Overview

The Client

External Group is a New York–based consulting firm specialising in government relations, community engagement, and strategic project management. Their work supports complex development projects that require regulatory expertise and high-level stakeholder collaboration.

The Challenge

The client needed a simple yet powerful digital presence, a website that communicated authority with minimal content and a distinctive visual system. They wanted a look that felt bold, urban, and unmistakably NYC, defined by a black-and-yellow palette.

Our Approach

Visuable Packages

To achieve their goal, we delivered:

What We Delivered

Brand identity design: Crafted a bold, contemporary visual system inspired by NYC’s urban aesthetic and External Group’s strategic leadership.
Custom colour palette: Developed a striking black-and-yellow scheme that creates instant recognition and reflects the fast-paced NYC environment.
Typography system: Selected clean, modern typography to reinforce clarity, structure, and confidence.
Logo suite: Designed a minimal yet authoritative logo symbolising direction, momentum, and strategic movement.
Scroll website design: Built a sleek single-page site with a streamlined narrative and intuitive section flow.
Technical SEO setup: Ensured the website was structured for visibility with proper metadata, headings, mobile optimisation, and technical checks.

The Results

UX & UI Design Outcomes

Striking visual identity: A cohesive and powerful brand aesthetic that communicates confidence and authority.
Clear user journey: A streamlined one-page flow that makes it easy for visitors to understand the firm’s purpose and services.
Improved brand recognition: A bold colour palette and minimal design system that stands out in a saturated market.
Modern digital presence: A professional online platform that aligns with the firm’s work and target audience.

Creative Execution

Impact and Creativity

The website delivers immediate visual impact through its bold black-and-yellow palette, creating a strong sense of identity from the very first screen. The hero section uses clean, oversized typography paired with a minimal layout, reflecting the direct, no-nonsense nature of policy, governance, and urban project work. The strategic use of high-contrast blocks—black backgrounds for key messages and yellow highlights for emphasis—mirrors the visual cues of New York City, such as street signage and directional markers. This aesthetic gives the brand a decisive, metropolitan feel. The overall design relies on simplicity and confidence, ensuring that every visual choice feels intentional and aligned with the firm's strategic, public-facing work.

Functionality and User Experience

External Group’s website is intentionally streamlined, offering a clear, single-scroll journey with only essential sections: About, Areas of Expertise, Clients, and Contact. This simplicity reduces cognitive load and helps visitors quickly understand what the firm does and who they serve. Each section is separated with ample whitespace, allowing users to digest information at a comfortable pace. The headings function as anchors, making the page feel structured and intuitive even without a traditional navigation bar. Subtle design elements—such as hover-activated underlines and monochrome client logos that reveal stronger contrast on interaction—add a refined, polished layer to the experience without distracting from the core content. The mobile layout mirrors the same clarity, with stacked content blocks that maintain hierarchy and readability across devices.

Branding and Storytelling

The brand story is communicated through purposeful restraint. Instead of long paragraphs, the website uses short, declarative statements that establish expertise with clarity and confidence. The monochrome photography, particularly the New York skyline header image, grounds the brand in its geographic and cultural context, reinforcing its deep connection to the city. The Client Showcase section leverages greyscale logos to emphasise credibility while maintaining a cohesive, minimal aesthetic. Each visual decision supports the overall message: the firm is trusted, experienced, and embedded in the complex systems of NYC governance. The storytelling is subtle but impactful, using design to convey authority rather than relying on excessive text.

Execution and Design Excellence

The final website showcases refined design discipline, with consistent spacing, precise alignment, and a strong vertical rhythm that guides the user effortlessly down the page. Typography choices—clean sans-serif fonts with varied weights—create contrast and hierarchy without overwhelming the layout. Buttons and links use the signature yellow accent, ensuring clear calls to action that stand out visually. The careful use of black-and-white photography maintains a professional tone while allowing the brand colours to shine. The entire execution reflects thoughtful decision-making, resulting in a design that feels modern, confident, and distinctly NYC-inspired.

Summary

The External Group project demonstrates how thoughtful branding and minimal design can create a powerful digital presence. Inspired by New York City’s visual character, the identity and website work together to communicate confidence, clarity, and strategic capability. The final result is a bold, memorable brand paired with a clean, intuitive Scroll Squarespace website that supports the firm’s continued growth and visibility.

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