Brand Identity & Website Redevelopment

Sydney Drafting Concepts & Design (SDCD) engaged Southdown Creative to lead their rebrand and website redevelopment. With a vision to elevate their market presence, the goal was to create a premium and professional identity that reflected the quality, creativity and care behind their drafting and design work.

The challenge

Sydney Drafting Concepts & Design is one of Australia’s leading drafting firms, with an outstanding reputation built over years of quality work and word-of-mouth referrals. While their previous branding wasn’t particularly strong from a design standpoint, it was widely recognised in the industry and carried a lot of weight. The challenge was to create a new identity that elevated their visual presence without losing the equity they’d built with clients and peers.

Their website also needed a complete overhaul. It lacked the clarity, structure and visual polish expected from a firm of their calibre. Our task was to modernise their digital and visual identity without alienating their loyal audience or compromising the trust they’d spent years earning.

Our solution

We developed a refined brand identity system designed to be sleek, welcoming and creative. The new branding uses clean typography, a restrained yet warm colour palette, and a clever, architectural logo concept based on an impossible object. This idea nods to the firm's ability to bring complex and imaginative designs to life – a subtle way of saying “we make the impossible possible”.

The tone of voice we created for SDCD is grounded in three key attributes: reliable, creative and welcoming. These values were carried across all brand materials to ensure a consistent and confident presentation across every platform.

With the brand identity in place, we then designed and developed a new website built around the refreshed look and feel. The site was structured to guide users clearly through SDCD’s services, capabilities and design approach, while also inspiring confidence through imagery, testimonials and an emphasis on client outcomes. The goal was to create a digital experience that felt aspirational but still approachable.

What we delivered

Over a period of 4 months, Southdown delivered:

• A full brand identity suite including logo variations, colour palette and typography system

• Brand guidelines to ensure consistent application across internal and external materials

• A responsive, SEO-ready website designed around user experience and conversion

• Print collateral design to support offline marketing

• Strategic messaging to position SDCD as a modern, premium drafting partner

• Video marketing material to be used on the new website and digital advertisements

• A new marketing and advertising strategy for Google Ads and Meta Ads

Why it works

The updated brand blends form and function, much like SDCD’s drafting work. It looks polished, but not cold. Approachable, but not basic. It delivers the clarity and structure their clients expect, with just the right amount of personality to stand out in a crowded space.

SDCD now has a flexible identity that can grow with them – one that reflects who they are, what they do and the quality they deliver on every project.

Performance Marketing

Alongside the rebrand and website launch, Southdown Creative also took over SDCD’s Google Ads management. The objective was clear – increase the number of qualified leads while reducing wasted ad spend.

We rebuilt the campaign structure from the ground up, focusing on high-intent keywords, refined audience targeting, and sharper ad copy that aligned with the new brand voice. Landing pages were also optimised to match search intent and reduce friction in the enquiry process.

Rather than throwing more money at the problem, we used strategic targeting and continual optimisation to stretch the existing budget further. This included regular keyword pruning, ad split-testing, and improvements to ad relevance and Quality Score – all contributing to better performance and lower costs.

Importantly, the updated website design played a key role in improving bounce rate and on-site engagement. Visitors now get a clearer understanding of SDCD’s services and credibility within seconds, which helped drive more form submissions and phone enquiries.

The results

Since Southdown took over Google Ads and launched the new site:

• Website traffic increased by 359%

• Cost per click dropped by 63% to $1.01

• Cost per lead reduced by 96%

• Bounce rate reduced from 56.55% to 5.61%

• Total leads generated increased by 7156%