P4A: Designing a Consultancy's First Product
Working as the sole designer, creating brand identity, responsive web design, and marketing for AMCL's first software launch.
Role Sole designer — brand, UX/UI, marketing
Team 2 AMCL Consultants, 1 Designer (me)
Platform Responsive web
Year 2026
Overview
Planning for Assets (P4A) is an asset lifecycle modelling tool which manages asset whole-life cost modelling at portfolio scale, helping organisations test investment options and optimise spend.
AMCL built the original tool internally as a spreadsheet. Turning it into a web-based product meant moving from selling consultancy services to selling a packaged tool, which was a whole new market for the company, and their first product launch. I joined as the sole designer at the start.
I designed the brand identity, led the responsive web design, and produced the marketing and sales materials used at conferences and online.
Brand Identity
P4A sits inside the existing brand of AMCL, so the identity had to read as part of the company without disappearing into it.
To maintain that brand connection I used AMCL's core deep blue, then introduced a bright green as P4A's own unique highlight. For the font, I chose a clean, highly legible typeface to support the product's central claim of simplicity and ease of understanding for all users.
Website Design
I built P4A’s product site within AMCL’s website in WordPress using Elementor. I redesigned the imagery and adjusted the copy length to shift across breakpoints rather than simply reflowing, so each screen size gets the version that works best for it.
Testing & Changes
I ran the testing with 3 major UK infrastructure organisations, recruited in exchange for a free guided session with the platform. Each team viewed the website remotely and unmoderated, in their own time and on their own devices. I then followed up with each of them by phone with a predetermined questionnaire.
Speaking with those teams, a clear pattern emerged: people were fatigued by how much information the homepage presented, and regularly described the page as having a lot to read.
I cut the overall word count and restructured the features section using progressive disclosure, collapsing the detail into expandable boxes so it was available on request rather than presented all at once.
Marketing
AMCL is known as a consultancy, not a software provider, so the launch materials had to introduce a new product to an audience who trusted the company but had never bought software from them. To do this, I produced a series of short social videos, plus conference collateral, and a sales brochure with quick case studies to demonstrate real world value.
The videos lead with the customer's problems, rather than the product's features, on the assumption that not all clients will be familiar with what asset lifecycle modelling is, but they will have experienced these common pain points.
Results
P4A has since been used in three successful client pitches, with clients in real estate, energy, and airport infrastructure, contributing to around £1 million in won work.