The story
The Challenge
G2 takes on a small number of clients each year so each one gets close attention, but the brand had not been built to say so.
- The old messaging and stats led with volume, hundreds of active clients and thousands of completed projects, which attracts high-volume, low-fit leads instead of the selective clients a Passivhaus specialist wants
- The brand’s story had not been pulled together under one identity
Our Approach
Kickass Online delivered a full rebrand built around fit.
- Lead with video proof: The site opens with video of completed builds, so a visitor sees the standard of work before reading a word.
- State the selectivity upfront: The homepage says “We work with a small number of clients each year”, which sets expectations before a visitor reaches the contact form.
- Put the whole team on the page: Each team member, down to Bear the office guard dog, is named and pictured, so there is an accountable face behind the technical accreditations.
- Surface real accreditation: CIOB Chartered Building Company status, AECB and Passivhaus Trust membership, and a 2025 Best Eco Home awards shortlisting sit on the page itself.
The Solution
Kickass Online built a rebrand website that matches how G2 works: a selective specialist that takes on few clients and gives each one close attention.
The Result
G2 now shows its accreditation, CIOB Chartered Building Company status, AECB and Passivhaus Trust membership, and a 2025 Best Eco Home awards shortlisting, on the page, with a rebranded homepage that shows the kind of work the firm takes on.