NewtonSoftware to create and customise betting platforms.

A laptop glowing blue in a dark concrete room, showing the Newton homepage: “Your betting platform, your way”.

At a glance

Design thinking: With no brand and little time, let the structure lead and the brand follow.

Problem: Newton needed a new website on a very tight timeline, and had no brand identity to build it on.
Approach: We restructured the sitemap and defined the key USPs first, so the pages had content while the visual language took shape.
Outcome: Newton has a new website built in Webflow, with the brand and visual assets made for it.

Role: Lucie as design and project lead, from the brand to the Webflow build.
What we designed: Positioning
Visual identity
Website design
Website development (Webflow)
Pitch deck
Platforms: Website
Webflow
Pitch deck

The homepage leads with the customer’s benefit.

The Newton homepage in dark navy: “Your betting platform, your way” above two phones showing the platform.

The decision

Structure came first, and the brand followed.

With no identity to start from and little time, the brand could not come first.

We restructured the sitemap and defined Newton’s key USPs. They gave the pages their content and hierarchy while the visual language took shape around them.

Four promises, readable at a glance.

The key USPs sit under “Built by experience, driven by excellence” as four short claims, one card each. A visitor gets the argument without reading a paragraph.