Calltime advises Australian businesses on how they communicate: phone systems, connectivity, mobile, security and cloud contact centre. Rather than selling from one vendor's catalogue, they recommend what actually fits.

They came to me needing a complete website. In the end, that meant a brand refresh, every page of copy, and a full design and build. Here's how it came together, and what other service businesses can take from it.

The challenge

Calltime had eleven services, and each one needed to be findable, understandable and easy to enquire about.

The brand had equity worth protecting. The red wordmark is what customers recognise. But everything around it had dated:

  • The palette had nowhere to go beyond red.
  • The typography felt of its era.
  • There was no system for telling eleven services apart.
  • There was no site copy at all. Every page had to be written from scratch.

Step 1: Research and direction

I started by looking at how the rest of the category presents itself: the big telcos, the independents, and the managed service providers Calltime competes with for the same enquiry.

Most of it looked the same: stock imagery, vague promises and product lists with no point of view. That gap became the brief. I gathered references from outside the category as well as inside it, and we agreed on a direction before any design work started.

Step 2: Refreshing the brand, not replacing it

The logo stayed exactly as it was. It carries the recognition, and there was no reason to touch it. Instead, I built out everything around it:

  • Four secondary accent colours, each with a background tint, so the eleven services can be colour-coded and told apart at a glance instead of all competing in red.
  • Two new typefaces: Inter Tight for headlines, which sets tighter and more current than the previous type, and IBM Plex Mono for labels, stats and interface detail.
  • Red became an action colour. It's used for buttons and emphasis, not for filling space.

I documented it all as a working set of brand guidelines, so the additions stay consistent as the site grows.

Step 3: Writing every page around search

With no existing copy, I wrote the whole site. I drafted using AI, with keyword research setting the structure: what people actually type when they're looking for a phone system, a 1300 number or a cloud contact centre, and which of those terms Calltime could realistically rank for.

Those terms shaped the page structure, the headings and even the service names. The copy reads naturally, but every page has a job in search. Everything was edited and checked against what Calltime actually offers before it went in.

Step 4: Three homepages, one decision

Rather than one design followed by rounds of revisions, I designed three complete homepage directions. Each was a genuinely different interpretation of the brief:

  • Clearline (selected): a warm off-white base, oversized headlines and one confident use of red, with restrained cards and a dark panel held back for each moment where visitors are asked to get in touch.
  • Editorial: a magazine-led take with expressive type, a handwritten accent and deep night-toned panels.
  • Signal: a dark, product-led interface with a red-to-orange gradient, putting the platform UI front and centre.

We reviewed them together, picked Clearline, refined it and signed it off before another page was designed. That kept the build fast and stopped the design drifting page by page.

Step 5: Designing and building the rest

With the homepage signed off, the direction was rolled out across the whole site: the eleven-service index, a dedicated Cloud Contact Centre page, Insights, About, Promotions and Contact.

Every page reuses the same components, spacing and type scale. The site stays consistent, and it's straightforward to add new services and pages later without redesigning anything.

What was delivered

  • A multi-page website covering all eleven services, plus Cloud Contact Centre, Insights, About, Promotions and Contact
  • A refreshed brand system, with the heritage logo kept and new accents and typefaces documented as guidelines
  • Every page of copy, written from scratch and structured around keyword research
  • Three fully designed homepage directions, with the selected one carried through the whole build
  • A component-based build, ready to grow

Lessons for other service businesses

  1. Protect what customers already recognise. Change what's around it.
  2. Give every service its own page. Each page is another chance to be found on Google.
  3. Let search shape the structure, not just the words.
  4. Decide the design direction early and properly. Three strong options beat endless revisions.
  5. Build with reusable components, so your site grows with you.

See the full Calltime project →

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Written by

Chloe, Coco Creatives. Sydney web designer with 8 years in web design and branding. I design and build every site myself, from our first chat through to handover.