Project
Role
Lead designer
Sector
Strategic advisory
Category
Website design
Aestra
Aestra is a strategic advisory practice focused on environmental and regulatory complexity for government and industry. Following their rebrand by Percept, their existing website no longer reflected their strategic positioning or authority, making it difficult for clients to understand their services and navigate complex projects. The challenge was to create a website that clarifies Aestra’s expertise, simplifies complex information, and aligns seamlessly with the new brand identity.
Making complexity navigable
The Approach
The primary challenge was not visual expression, but information clarity. The website ensures dense, interconnected information feels navigable with a clear, logical flow that communicates expertise with clarity through:
Dynamic linework as a navigational device – connected modules and headlines help users follow the story of Aestra’s services
Reducing cognitive load – scannable blocks of content so users can absorb information without feeling overwhelmed
Impactful visuals of aerial Australian landscapes – reinforces the scope and impact of Aestra’s projects while adding scale and authority
Structured progression – viewers are guided from overview to detail
My Role
This project showcases how website design can act as an organising system for complexity. Instead of simplifying content, the focus was on structuring it in a way that supports understanding.
I led the project end-to-end, shaping the information hierarchy and sitemap to simplify complex services, and translating the brand concept into wireframes, visual design, and motion principles. I oversaw the build and rollout, working closely with developers to ensure quality and consistency.
Details
Project
Impact
Transformed dense, fragmented content into a structured and navigable website
Improved clarity and legibility
Established a consistent framework for communicating layered content
Created a scalable structure for future content expansion
Studio
Percept Brand Design
Creative Team
Creative Direction — Brent Woods
Client Services — Zac McCall
Design — Michelle Jin