Turning a Complex Product into a Clear Digital Experience for 125
Creative
125 is a UK-based technology company dedicated to transforming the hospitality industry through data-driven insights
Previously known as ‘Feed It Back,’ their platform supports operators in driving guest satisfaction, improving operations, and boosting revenue. Working with the likes of Giggling Squid and ARC Inspirations, who operate the bar brands Banyan, Manahatta, and Box.
We’ve delivered several websites within the hospitality industry, and a contact who has been part of this process (and is the Fractional Marketing Director for 125 Data & Insights) knew we would be able to complete the task to a high standard.
A New Site for a New Brand Name
The company rebranded to 125 Data & Insights as part of a strategic move to better reflect its evolved product offering and innovation.
The Feed it Back website was not user-friendly, and there were inconsistencies in the branding. They wanted to launch a new website and branding to improve the user interface, increase brand awareness, and inspire prospective customers to get in touch, with a view to using 125’s products and services.
This was a cross-agency approach, as we joined up with 125’s existing branding agency – Brave New World, to integrate the new colour scheme, fonts, and illustrations.
The new site was developed using WordPress with a refreshed user experience and the implementation of a scalable pricing model to better serve clients of all sizes.
The Challenges Behind the Project
How We Turned Complexity into Clarity
Bringing the 125 Brand to Life
We approached the 125 website as a repositioning exercise, not simply a redesign. The rebrand marked a strategic evolution for the business, so the digital experience needed to reflect increased maturity, clarity and credibility.
Working collaboratively with 125’s branding agency and the internal 125 team, we translated the new brand identity into a digital-first system that felt confident, data-led, and scalable.
The UX structure was prioritised before visual execution, ensuring the navigation and messaging flow supported commercial objectives as much as brand perception.
Development was executed efficiently following strong design alignment, allowing us to focus on precision implementation, performance optimisation and CRM integration from the outset.
Key Elements of Our Approach
- Performance Optimisation Aligned to Core Web Vitals
- Restructured Site Architecture With a UX-first Approach
- Built for Scalability Using a Modular Gutenberg Block System
- Interactive Prototyping to Validate the Experience Before the Build
- Technical SEO Support Embedded from Day One
- Seamless Lead Capture Using the ArkFlux CRM Integration
A Clearer, More Scalable Digital Experience
The result is a confident, modern digital platform that fully aligns with 125’s new brand positioning and evolving product offer.
The website now communicates authority and clarity from the first interaction. Navigation is intuitive, product messaging is simplified, and validation through case studies is surfaced strategically throughout the user journey.
The modular structure gives the internal team flexibility and control, enabling them to scale marketing activity without reliance on developers. Performance improvements and clean technical implementation ensure the site supports both organic growth and paid media activity moving forward.
The platform now acts as both a marketing engine and a sales enabler that reinforces credibility, generates qualified leads and supports commercial conversations.
The goal for 125 Data & Insights was to create a website that told a compelling story about the benefits our platform provides, showcasing a set of innovative features that we launched along with our rebrand. With a relatively complex product, the challenge was to keep the look and feel of the site simple and uncluttered, letting the new brand and messaging shine.
The team at Flaunt were a pleasure to work with. They quickly understood what we wanted to achieve and went above and beyond to deliver the result: a completely re-booted website that represents 125 brilliantly. They have worked with us as a valued partner throughout our relationship, and I wouldn’t hesitate to recommend them.
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