# How We Helped NetKno Clarify Its Offering and Scale for Growth > Source: https://layers.studio/work/netkno Strategic brand architecture, UX design and website development transformed a growing networking consultancy into two focused digital products. **Year:** 2024 **Client:** NETKNO **Industry:** Networking **What We Delivered:** Branding, UX, UI, Web ## Introduction NetKno is a North East-based business networking consultancy that helps organisations build meaningful professional relationships, generate opportunities and unlock long-term growth through strategic networking. As the business evolved, it became clear that NetKno was serving two distinct audiences with very different needs. Alongside its consultancy services, the business had developed a growing platform that helped professionals discover networking events across the region. Rather than forcing both propositions into a single experience, NetKno recognised an opportunity to create greater clarity and value for its audiences. Working closely with the team, we developed a strategic brand architecture that separated the business into two focused offerings: NetKno Agency, a consultancy-led service helping organisations build stronger networking strategies, and NetworkWhere, a dedicated event-discovery platform designed to connect professionals with relevant networking opportunities across the North East. ## Challenge The challenge wasn't simply designing two websites. It was creating clarity around two fundamentally different user journeys while maintaining trust, consistency and recognition across the wider NetKno ecosystem. NetKno Agency needed to establish itself as a credible consultancy partner capable of helping businesses strengthen their networking strategy, build valuable relationships and drive growth through meaningful connections. At the same time, NetworkWhere needed to function as a highly intuitive digital platform where users could quickly discover, search and filter networking events based on their interests, industry and location. To achieve this, we needed to define a clear brand architecture, distinct positioning strategies and tailored digital experiences that would allow both propositions to thrive independently while remaining strategically connected. ## Brand We began by developing a brand strategy that clearly differentiated each proposition while creating a cohesive relationship between them. This included supporting the naming and positioning of NetworkWhere as a destination-led event discovery platform, while reinforcing NetKno Agency as the consultancy arm focused on strategic networking expertise. Distinct messaging frameworks were developed for both brands, ensuring each communicated directly to its audience while supporting a shared vision and overarching business strategy. To bring the brands to life visually, we created: - Logo design systems - Colour palettes and visual hierarchies - Typography direction - Graphic assets and supporting visual elements - Brand guidelines for consistency across touchpoints The result was a connected visual ecosystem where each brand had its own identity and personality without losing the credibility and recognition of the wider NetKno proposition. ## UX & UI For the digital experience, we designed user-centred journeys tailored to each platform’s objectives. For NetKno Agency, we focused on clear service communication, credibility-building content hierarchy and strong conversion pathways that encourage enquiries and partnership conversations. With the strategic foundations in place, we designed user-centred experiences tailored to the objectives of each platform. For NetKno Agency, the focus was on building trust and driving enquiries. We created clear service pathways, structured content hierarchies and conversion-focused user journeys designed to communicate expertise and encourage meaningful conversations. For NetworkWhere, the priority was speed, simplicity and discoverability. Users needed to find relevant networking opportunities quickly, whether searching by industry, event type or location. Key UX considerations included: - Event search and filtering functionality - Intuitive content categorisation - Mobile-first navigation patterns - Clear information architecture - Fast-scanning event layouts - Conversion-focused user journeys Through wireframing, prototyping and iterative refinement, we created digital experiences that balanced usability, accessibility and strong visual storytelling. Wireframes and interactive prototypes were developed for both sites before evolving into polished high-fidelity interfaces that balance usability with strong visual storytelling. ## Development We created the NetworkWhere platform to be an easy-to-manage, update and navigable experience for users and clients alike. Our approach to development was flexibility and scalability with the idea that there will eventually be 1000s of events sat on the platform, which meant we needed to build the foundation with this in mind. Our end solution ensured that the NetKno team could easily manage and update all website content, alleviating the need for long-term technical support. The main focus of development involved: - Custom CMS Integration and configuration - Event Management, including the creation and deletion of company-added events, as well as the approval process for user/public submitted events - Dynamic filtering functionality based on user preferences during their account onboarding stages - Responsive device across all devices - Fast-loading, accessible user experience - Flexible content structure to support future growth Over time, the platform grew and pivoted away from the original pay-to-post structure for event managers/hosts. Publishing events became free, and we worked with the NetKno team to create a new way to monetise the platform without limiting the end users' access to the platform. With that in mind, we developed a dynamic advertising system to target users with in-feed and event page adverts based on interests, geographical locations and other user interactions and configurations. Instead of charging users, they would charge advertisers to put their content, products or services in front of the ever-growing audience. The sales process for this was supported by extensive analytical information exportable at the click of a button to present to potential advertisers on the platform. This project has grown over the years and changed in several directions; however, due to the original structure put in place, we were able to build on the foundation to tweak and adjust to the business direction without needing to start from square one. ## Result We created the NetworkWhere platform to be an easy to manage, update and navigable experience for users and client alike. Our approach to development was flexibility and scalability with the idea that there will eventually be 1000s of events sat on the platform, which meant we needed to build the foundation with this in mind. Our end solution ensured that the NetKno team can easily manage and update all website content alleviating the need for long-term technical support. The main focus of development involved: - Custom CMS Integration and configuration - Event Management including the creation and deletion of company added events, as well as the approval process for user/public submitted events - Dynamic filtering functionality based on user preferences during their account onboarding stages - Responsive device across all devices - Fast-loading, accessible user experience - Flexible content structure to support future growth Over time the platform grew and pivoted away from the original pay to post structure for event managers/hosts. Publishing events became free and we worked with the NetKno team to create a new way to monetise the platform without limiting the end users access to the platform. With that in mind we developed a dynamic advertising system to target users with in-feed and event page adverts based on interests, geo-graphical locations and other user interactions and configurations. Instead of charging users, they would charge advertisers to put their content, products or services in front of the ever growing audience. The sales process for this was support by extensive analytical information exportable at a click of a button to present to potential advertisers on the platform. This project has grown over the years and changed in several directions, however, due to the original structure put in place we were able to build on the foundation to tweak and adjust to the business direction without needing to start from square one. ## Why It Matters Many growing businesses reach a point where a single brand begins serving multiple audiences, products or services. Without a clear strategy, this can create confusion, dilute messaging and make digital experiences harder to navigate. This project demonstrates the value of combining brand strategy, UX design and technical delivery to solve complex business challenges. By helping NetKno define two distinct propositions and build digital experiences around real user intent, we created a clearer path to engagement, stronger audience understanding and a foundation for sustainable growth. For NetKno, this means a business that can scale with confidence. For its users, it means finding the right information, services and opportunities faster. > _I can't recommend Layers enough! I've worked with them since 2020 and have always been blown away by their work. Creating brand identities and building a SaaS platform not only are they amazing at what they do, they're also fantastic and really fun to work with. Great people and great result - the perfect combination!_ Jeni Smith, Founder NETKNO