We showed up with two homepages. They said no to the safe one.

The choice

One of these looks like every other broker in Malaysia. The other one looks like them.

Their own line is we bring clarity to complex risk. Version 1 put that sentence in a serif font over a handshake and asked to be believed.

We wanted the page to prove it before anyone read a word, so we built a second one that makes you watch it happen. Then we brought both to the same call and let them choose. They were sold on version 2 while it was still on screen.

The idea

Their business is making chaos make sense. So we built them a homepage that shows every visitor what that feels like.

Their whole business is taking something chaotic and making it legible. So we opened the page in chaos. Risk, exposure, claims, liability, uncertainty, cost, scattered loose across the screen with data lines cutting through them. As you scroll, they pull together into one sentence.

Seven seconds of the live site. The chaos resolves into clarity, and the page states the position that follows from it: we don’t eliminate risk, we structure it.

How far it goes

We turned the page everyone forgets into a game.

Twelve risk words floating loose. You click them one at a time until the last one resolves, the word clarity appears, and the way home sits underneath it. It is the one screen a visitor reaches by accident, and it carries the same idea as the homepage. That one was on us, and it is still our favourite screen on the site.

Play the 404 →

It is their live page. Twelve clicks, about forty seconds.

What we found after launch

We asked the machines who insures a factory in KL. They answered with four foreign names.

In September we typed a buyer's question into ChatGPT and Perplexity: which insurance broker in Kuala Lumpur suits a manufacturing company. Both came back with the same global firms. So we asked each engine to explain its shortlist, and both gave the same reason in their own words. One put Howden first because its Malaysian site carries a page naming the industries it writes. The other listed six brokers and said each one came from a page that says manufacturing in its own words.

Pana Harrison writes every cover a plant needs. Their page called it Corporate & Commercial Businesses, which is the industry's own term, and a buyer searching for factory cover types the other word. A machine reading that page sees the category and looks elsewhere for the factory.

So we built them a manufacturing section, in their words and their structure: the six exposures a plant carries, each mapped to the cover Pana Harrison places against it. The buildings, machinery and plant to property. A line that stops to engineering. Goods moving in and out to marine. What the product does after it leaves to liabilities. The people on the floor to employee benefits. A buyer overseas who owes money to political, trade and credit risk. All six written from the Kuala Lumpur office, with placements beyond Malaysia's capacity going through Singapore, Lloyd's registered since 2009.

Every line of it describes work they already do, in the words a buyer types. That is the whole job: the same business, findable.

The client

They gave a young studio a real shot. We made it count.

We were new to them, and they already had a group site that worked. They gave us two months of real arguments, real deadlines, and their own name to put it under. We are grateful for the shot, and we say so every time this work gets shown.