SpineTech

The starting point

Two kinds of work were living under one roof and getting in each other's way. On one side the creative: sites that stand out, typography that dares, motion that actually does something. On the other the technical: automation, custom software, systems that have to talk to each other inside a company that has been running for ten years. Both are ours and we like doing both. Together in one brand, they convince nobody. A creative studio that also claims enterprise automation sounds like a studio filling its calendar. And an IT partner showing off expressive work loses the director who only wants to know whether his invoicing will finally add up. So we split, deliberately.

The approach

SpineTech became the second brand: the same workshop, the same people, aimed entirely at businesses with real IT questions. Not the shop window — the engine underneath. It did not start with a design. It started with a name, and we gave that weeks. Most names in this market describe a feeling; we wanted one that describes the job. A spine is what everything else attaches to, and what holds its shape under load. That is what good automation does inside a company: you never see it, and nothing stands upright without it. Then the positioning, still before any design. Buyers in this market have heard every promise, so we replaced the promise with a method: Spine5, five fixed steps that run identically on a two-week job and a six-month one. The site came last. Look around this market and everything blurs together — the same blue, the same handshake photo, the same three words about artificial intelligence. We wanted a visitor to see within two seconds that somebody here builds this themselves. So the hero is not a stock image but a live 3D network of connected nodes: the thing being sold, running in front of you, rather than described in a paragraph.

In detail

• Two brands, one workshop

  Splitting was not a marketing exercise, it was an act of clarity. Each brand can now be fully itself: one loud and expressive, the other calm and precise. Nobody has to guess which conversation they walked into, and neither has to apologise for the other.

• A name that describes the job

  A spine is what everything attaches to and what carries the load without being seen. Weeks went into landing on it, because a name that describes the purpose keeps working long after the launch copy is rewritten — it argues for you in every meeting you are not in.

• Standing out in a market of lookalikes

  Competitors mostly reach for the same consultancy template. We went the other way: dark, technical, quiet, with a live 3D network as the hero instead of a photograph. It shows connected systems doing their thing rather than claiming they exist — and it proves the point about who built the site before a word is read.

• Built to be found by machines as well

  Twelve AI crawlers are admitted by name in robots.txt, with the gated material excluded per crawler instead of once at the top. There is an llms.txt, valid structured data, and a sitemap mirrored across both languages. Almost nobody in this market has made that decision yet.

The outcome

There is no client testimonial here, and inventing the equivalent would be dishonest. What there is instead is a company you can check in five seconds: live, bilingual, indexed in both languages, scoring 99 on Google's performance measurement, and admitting twelve AI crawlers by name. The real result is quieter than a number. Both kinds of client are now served properly, and neither brand has to pretend to be the other. NerdyNerd can be as loud as the work deserves. SpineTech can sit across the table from a director with a ten-year-old system and talk about nothing but that. Which is also why this case is on this page. If you are building something technical, the useful question was never whether we can make a site. It is whether we understand the week of someone selling technical work to buyers who have heard it all before. We do — because that is the week we are having. If you are at that same starting point — a company that exists but has no name that says anything, no brand that stands for something, no site that proves it — then this is exactly the route we walked for ourselves. From the name to the last line of code, in that order. It is the work we like most, because there is nothing to work around.