John works at the company.
He didn’t need a page to tell him what it did.
But that’s the point.
The agency that sees everyone else
Clickable Impact is an unusual kind of business.
It’s a growth agency for ecommerce and direct-to-consumer brands. Paid ads. Email and SMS. Cold outreach. Conversion work. It’s also an investment firm that takes stakes in brands with real traction.
It’s very good at looking at someone else’s business and seeing exactly what needs to change.
Looking at its own was harder.
Over time, the company had grown a cluster of names. There was Clickable Impact. There was Email On Performance, its email and SMS division, known inside as EOP. And there were others besides.
From the outside, that looked like a lot of different companies.
On one team call, John said it plainly.
"I really think that a lot of it is very confusing to some people when it comes from EOP, but then we also represent ourselves as clickable."
And the old lead list had a related problem. Most of the people in it had only ever known the company as an email shop.
"We’ve grown so much from an email-based company to now doing everything under one roof. So it pretty much makes all those leads brand new, essentially."
Meanwhile, the main Clickable Impact website was a single funnel page on the marketing platform the team used for its leads.
On one of those calls, the team named the problem every agency eventually runs into.
"One of the biggest problems is that we currently don’t eat our own dog food."
And then, with even less mercy:
"...set up all of this shit for everybody else under the sun, and we don’t have any of it set up for ourselves."
Maybe you know the feeling.
The thing you do brilliantly for clients is the thing you never quite get around to doing for yourself.
The division
Andrew started with one piece of the business, the email and SMS division.
He gave it an identity of its own.
A logo with a subtle flash of ultraviolet running through the letters. A barcode worked into the design.
"I wanted a barcode as a nod to e-commerce, right?"
Dark pages in carbon black. Ultraviolet as the single color for anything you could click. A clear line about what the division did for brands, and a tagline that said it in four words.
Control the next order.
Around it he built a full design system, positioning work on what made the division different, and a prototype website. At the bottom of the prototype sat the line that tied it back to the parent.
A Clickable Impact company.
When he first showed the team the direction, the reaction was quick.
"Yeah, that looks great. That looks cool. It needs a little bit more people."
Fair note.
The page
Before long, Andrew was pushing the team to stop treating its own marketing as an afterthought.
"We need to actually design for ourselves what we’re going to present to the market, right? So right now, all we have is a website really, right?"
Then he put the bigger question to the room. Should they stop presenting as a set of separate brands, and rebrand Clickable itself?
"Do we come out with a rebrand, if you will, of Clickable, where it’s like, look, we fully rebranded."
John was in.
"I think that would be amazing. Yeah, we can do that."
And he knew exactly what it should look like, because he’d already seen it. The page Andrew had built for the division.
"I saw that and that was like right there and then just that page like pretty much told me everything I needed to know about the company. Like, hey, we build websites, we do SEO, we do email marketing. And it had everything listed."
John had been living inside the company’s sprawl. One page, laid out clearly, had done what the collection of names and funnels hadn’t.
It made the business make sense.
So he wanted the same treatment for the parent company. One central page that spoke for every brand at once.
"And I think we need one main center page that really speaks about all the brands in the whole and about what we can do."
He also thought Andrew had a head start.
"Especially with what you showed me that you’d already created. Just from what you showed me, that looked almost half done."
Andrew’s answer was characteristically simple.
"We only really need one page."
Who leads
There was one more problem, and John named it.
"Somebody needs to lead the, the, the pack is the problem."
Andrew didn’t hesitate.
"And so I’ll lead the pack. That’s not a problem."
By then he’d already put the title on his own profile. Chief AI officer for Clickable. Not just his own brand anymore.
What this story is really about
It’s easy to assume an agency that builds brands for a living already has its own figured out.
Usually it’s the opposite.
The better a team gets at serving clients, the more of its time goes to them, and the longer its own front door waits.
Clickable Impact didn’t need to learn how to grow a brand.
It needed someone to treat it like a client.
Andrew did that with one division first. He gave it a name people could understand, a look that matched what it did, and a page that explained it in a glance.
That page did more than sell the division.
It showed the people inside the company what their own business looked like from the outside.