Brand & website · Self-initiated
Cemento Digital
A productized marketing agency for Ireland's property sector. Positioning, offer, pricing, brand, site and campaign, all of it mine.
The idea
Cemento Digital was my own attempt at a productized agency: one narrow audience, property professionals in Ireland, and a fixed monthly service instead of quotes and proposals.
Productized means the decisions get made up front. I had to set the tiers, define what a month of work includes, put a number on it publicly, and answer every objection before anyone asked. That is a very different exercise from designing a site for someone else's business.
A C poured in layers
The logomark is a C built from isometric slabs, stacked the way concrete gets poured. Cemento is cement, and the mark takes the name literally instead of reaching for the usual digital-agency abstraction.
The gradient runs orange to magenta, which is loud for a property audience. That was deliberate. The competition in that market is navy and grey, and a fixed-price service has to look like it has a point of view.
The whole go-to-market
The site carries three pricing tiers with what each one actually includes, a portfolio, an FAQ that answers the awkward questions about budget and timelines, and a free landing page audit as the way in.
Then the campaign to drive it: paid social running the free-upgrade offer, in the same brand, built and ready to spend against.
Why it stopped
I discontinued it. The offer was sound and the build was finished, but the business it needed was a sales operation more than a design one, and I was the only person available to run both.
Some of it survived. The positioning discipline, one audience and a defined offer rather than everything for everyone, is the same thinking behind Caia Care Studio.
