Atlas & Elm

The site looked the part and the writing was excellent, yet the layer underneath quietly contradicted the brand's own promise that every detail has been thoughtfully handled. The homepage shipped close to 29MB of unoptimised imagery, so the hero took roughly four and a half seconds to paint on the phones families actually browse from. Every call-to-action button failed WCAG AA colour contrast, small labels sat just under the readable threshold, and headings, image alt text and page metadata had gaps that hurt both screen readers and search. None of this was a styling problem. The look was already right; the foundation had to be fixed before the look could be trusted.

Clickt started with a full-site Lighthouse audit and then worked the findings in priority order. The eight heaviest destination images were converted to WebP and swapped in place, so the homepage and the journeys grid both got lighter from a single change. Button and label colours were moved onto a text-safe accent tone that clears AA contrast while keeping the same bronze look. Heading order was re-levelled, image links were given real names, and the missing page descriptions were added back. Throughout, the editorial palette and type system the brand already owned were kept and tightened rather than replaced, so the redesign reads as the same brand, only surer of itself.