The Next Move We’re Not Talking About (Yet)

The last few months have been busier than I planned, and more revealing than I expected.

It’s been a minute since the last post.

The past few months have been a blur of projects across kids’ fashion, an AI health startup, SaaS, renewable energy, plus a handful of rebrands and refreshes. Each one different. Each one teaching me something new about how brands grow and what gets in the way.

In the middle of all that, I’ve been reshaping Insitu’s own brand. Refining strategy. Adjusting how we position in the market. Sharpening the way we talk about what we do and who we do it for. It’s not the kind of change you flip on overnight, it’s a constant loop of testing, tweaking, and listening.

Not every opportunity turns into a project. Some of the businesses I’d most like to work with just haven’t had the bandwidth to make it happen. Timing matters. So does capacity. It’s a reminder that design and brand work, especially the kind that sets a business up for long-term growth, needs space to breathe.

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The Brand & Web Landscape in 2025

A few things have become clear lately:

• The gap between a “good enough” brand and a “growth-ready” brand is widening.
• Sites that just look nice are losing ground to sites that convert.
• AI is reshaping not just how we work, but what clients expect: faster delivery, deeper insight, and more personalisation.

If you’re planning a rebrand or a new site this year, build for agility. The brands winning right now are the ones that can pivot without burning everything down.

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Patterns From the Field

Across wildly different industries, some themes keep showing up:

• Consistency is currency – whether you’re a SaaS product or a kids’ fashion label, your brand works harder when every touchpoint matches in tone and look.
• Clarity beats complexity – busy layouts and jargon-heavy messaging still kill conversion rates faster than anything else.
• Design is never “set and forget” – the most effective brands treat design like a living asset, not a finished product.

All of this is happening against a bigger shift in the industry.

Design, branding, and web are evolving fast, driven by the pace of AI. What started as a handful of tools is now an ecosystem. Workflows are getting leaner. Strategy and execution are compressing. The definition of “brand building” is stretching in ways we’re only beginning to see.

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The Next Evolution of Insitu

The next evolution of Insitu isn’t just about design. It’s about performance.

I’m developing a new offer that puts AI to work where it matters most: in the background, driving momentum without adding more to your to-do list. It’s lean, it’s smart, and it’s designed to give small teams the reach of big ones.

I’m keeping the specifics under wraps until it’s ready to launch, but the aim is simple: make growth easier to achieve and harder to slow down.

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Let’s Connect

If you’ve seen or built something in this space that’s genuinely moving the needle, I want to hear about it. Share your wins, your cautionary tales, or the one problem you wish AI could solve for your business. Email me at hello@insitudigital.com.au.

The last few months have been about momentum. The next few will be about building capacity, both for Insitu and for the clients who trust us to help them grow.

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