The Brief

The project required translating Jaybro’s refreshed group branding into a cohesive digital experience. The goal was to position the company as the premier infrastructure and solutions provider in the Australia–New Zealand region. The website needed to serve multiple audiences: presenting Jaybro’s industry prominence to enterprise clients, providing clarity for investors, and offering an engaging, informative experience for prospective employees. At the same time I needed to ensure the design was going to be flexible enough to scale and reutlise for future projects.

The Design Process

Based on the scope, budget, and key requirements of the project this was the proccess we applied:

Discovery Phase

The discovery phase focused on gaining a deep understanding of Jaybro’s new brand identity, business objectives, and user needs. This phase included:

• A design questionnaire to gather initial insights into Jaybro’s vision, goals, and expectations.
• A discovery call with key stakeholders to discuss their priorities, target audiences, and the website’s role in positioning Jaybro as an industry leader.
• Identification of key challenges, such as how to effectively tell the Jaybro story and create a solution relevant to investors, potential talent, and internal teams.
• An in-depth understanding of their goals and how the new brand should be reflected in the digital experience.

Ideation Phase

The ideation phase focused on refining the strategy and presenting potential solutions:

• Refining the key challenges and mapping them out in a clear and concise manner.
• Proposing solutions and using a visual format to help stakeholders better envision the proposed direction.
• A workshop session to unpack UX thinking, explore different approaches, and collaborate on refining the approach.

Wireframes

Low-fidelity mockups were created to:

• Define the general layout focusing on navigation, and content structure.
• Provide an early sense of the user journey and flow.
• Allow for quick iteration and stakeholder feedback before moving into high-fidelity designs.

Hi-Fidelity Designs

Once the wireframes were validated, the high-fidelity design phase included:

• Setting up the design system to ensure consistency and scalability.
• Designing the full website with detailed visual elements, typography, and interactions.
• Multiple feedback rounds where designs were presented, explained, and refined based on input.
• Detailed presentations to ensure all aspects of the design were fully understood and that the UX thinking behind them was clearly communicated.

Below is a walk-through of some of the homepage elements in live action:

Figma Design System

To ensure scalability and adaptability for future builds, we implemented a structured Figma Design System. The approach was tailored to help Jaybro scale their digital presence efficiently while simplifying the design-to-development handover:

• Tokens & Variables were configured into the Figma Design System to make it easier to modify components efficiently
• Variables allowed us to adapt the branding so we could redesign and refresh Global Synthetics, one of Jaybro’s acquired companies
• All components were stored on a single page to streamline development and avoid inconsistencies.
• Variations and accompanying developer annotations were included to ensure clarity.
• I personally initiated close collaboration with the development team, ensuring accurate implementation throughout the proccess of delivery

This structured approach allowed the design to be reused and adapted for future projects, creating a long-term, sustainable solution for Jaybro Group.

The Impact

The Jaybro Group project wasn’t just about refreshing a website — it was about creating a digital foundation the company could build on. Our goal was to bring the new group branding to life online, while also developing a design system that would support Jaybro’s ongoing growth and acquisitions.

• Successfully integrated Jaybro Group’s new branding into a cohesive digital experience
• Strengthened Jaybro’s position as a leader in the Australian–New Zealand infrastructure sector
• Showcased Jaybro’s history, culture, and values in a way that resonates with multiple audiences (clients, investors, and prospective employees)
• Built a scalable Figma design system to support future growth
• Applied the design system to Global Synthetics, one of Jaybro’s acquired businesses
• Prepared the system and files for efficient reuse across future websites and acquisitions

The result is a digital presence that reflects who Jaybro is today while setting them up for tomorrow. With a scalable design system in place — already proven with Global Synthetics — Jaybro now has a practical, future-ready framework to carry their brand consistently and efficiently across every new site they launch.