In an industry often associated with exclusivity, our strategic approach for the new website aimed to shift the focus towards PB&A's human-centred values. We skilfully transformed intricate information into clear and concise language, conveying a sense of approachability. Additionally, through considered art direction of photography and videography, we highlighted the diversity and collaborative culture thriving within PB&A. This approach was executed through user experience design, emphasising a seamless and intuitive journey that allows visitors to comfortably explore, understand, and absorb the content at their own pace.