Background

Brash Solutions is a boutique legal & tax advisory firm led by Nick Brash, an Australian pioneer of Employee Share Ownership Plans (ESOPs). The firm offers expert support across equity structuring, ESOPs, governance, and strategic commercial matters. Brash Solutions primarily work with Australian startups and scaleups navigating capital events, hiring, and succession planning.

When Nick approached Uptrak, his existing site was creating more problems than it solved. Built on an outdated WordPress stack, it was exposed to security risks, unstable on mobile, and almost impossible to update. Worse, it wasn’t doing justice to his full value proposition. With just a single page of copy, it failed to explain the depth of his multidisciplinary offer or the strategic edge he brings to the table.

[Above: Screengraphs from Brash Solutions' old website]

Scope & Goals

We set out to build a new site that would:

• Replace a vulnerable WordPress site with a secure, scalable and modern website building solution

• Position Brash Solutions as a credible, trusted advisor at a glance

• Build a website that supports conversion across all stages of client intent

Nick also wanted to reduce how much time he spent explaining his offer before each call. The new site needed to do more of the heavy lifting, helping the right clients understand his expertise, point of difference, and how to take the next step.

[Above - Excerpt of the Brand Stratey Document built for Brash Solutions]

What We Did

🔍 Strategy & Positioning

We started with a deep discovery phase and competitive analysis to pinpoint what made Brash Solutions different from big firms and automated platforms. That gave us the clarity to define Nick’s ideal client profiles and map their customer journeys. Key frameworks included the Awareness Stages (problem unaware -> most aware) and the Buyer Decision Making Journeys (BDMP).

In addition, we:

• developed a full StoryBrand framework to align copy with how real buyers make decisions;

• Refined the Brash solutions STP (Segmentation, Targeting, Positioning) strategy & marketing Mix;

• drafted three visual design concepts for feedback and selection.

[Above - The Bang & Olufson inspired design concept selected]

✍️ Copywriting & Content Planning

With the strategy set, we worked collaboratively through Google Docs and Notion to build out content that speaks directly to two key audiences:

• Founders and execs with high intent, who already know they need help

• Visitors still in the early research phase (i.e. for ESOPs), simply gathering information (aka not primed to buy)

Each page was designed with conversion in mind, balancing clarity, trust-building, and simple next steps.

🖥 Framer Build & UX

We rebuilt the site in Framer to eliminate the maintenance issues from WordPress. Custom components, overlays, and interaction-based content revealers were used to keep the site light but information-rich. This means:

• The broader information hierarchy remains primed towards high-intent visitors (i.e. so someone 'ready to buy' doesn't have to sift through foundational content such as 'What is an ESOP?').

• Meanwhile, low-intent, information gathering users can still quickly locate educational information easily with minimal effort.

We also implemented a series of scroll-linked navigation elements and overlays to preserve hierarchy while making the site feel easy to navigate.

[Above - Design feedback was provided largely via a sticky notes on a shared virtual whiteboard]

📈 Technical Setup

• Fully responsive build in Framer

• Google Analytics and Microsoft Clarity installed using Google Tag Manager

• Tidycal Booking page created to allow direct scheduling into Nick’s calendar

• Domain and DNS configured

🤝 Collaborative Workflow

The entire project was delivered through a client portal. Nick provided feedback via a shared whiteboard, dropping sticky notes on specific sections for comment. This allowed for real-time iteration without email clutter or delays.

[Above - screenshot from Nick Brash's Client portal]

How It’s Going

The new site is now live at brashsolutions.com.au, with a secure, modern platform that Nick can update himself. Watch this space for a full analytics report (later in the year) once we've had a chance to collect some more data.

Testimonial

“I’ve worked with lots of people across branding and tech, and this was one of the smoothest projects I’ve ever run. Alex helped me get clear on my message, sharpen how I present my services, and structure everything around how my real clients think. The site now speaks for me. I’m no longer spending 20 minutes on every call explaining what I do.”