One of the more interesting challenges was a single word: "consulting." BPG had never used it on the site — our CEO felt the term didn't fully capture how closely we partnered with clients, often working as an extension of their team rather than a typical outside advisor. That instinct made sense, but it also meant the site never named what we did in a way people could find or recognize. I brought data showing "consulting" was exactly what our audience searched for, and built mockups proving we could use the word while still conveying that closer partnership — a stakeholder alignment win that took real brand positioning work to land. Once we saw both could work together, the decision was easy — and that one word gave clients, and even our own families, real clarity on what we did.

I also underestimated the timeline. I told the team we could redesign the site in a month; they laughed, having spent 6 months stuck on the hero section alone. The real project took 5 months — a lesson in how even small, close-knit teams have to wait on feedback loops, and how client work always outranks an internal rebrand on the priority list.