01
A clearer market position
Optum is presented as the team that designs heating, plumbing, ventilation and hot water as one coordinated system — not just another general plumbing company.
Queenstown & Wānaka
New Zealand
Case Study · Wānaka & Queenstown
Optum
Heating & Plumbing · Brand Positioning & Website Redesign
Before → After
The first half is a scroll through the original website. The crossfade reveals the new custom build, so the transformation is shown exactly as it happened.
Project Overview
Overview
Client
Optum has designed, installed and maintained heating, plumbing and energy systems since 1996, serving homes across Wānaka and Queenstown with specialist teams in integrated whole-home systems.
Goal
Replace an ageing, generic website with a digital presence that reflects Optum's technical depth, long local history and design-led work on high-quality homes.
Approach
Reposition Optum around one clear idea: heating, plumbing, ventilation and energy designed together as one system.
Create a premium visual direction inspired by architecture and interiors rather than a typical trade-services template.
Give heating, plumbing, ventilation, servicing and completed projects clear pathways of their own.
Use real project detail, reviews and trusted industry relationships to build confidence before the consultation call to action.
The Transformation
A real before, not a reconstruction
Both stills below were taken directly from the original transformation recording. The video preserves the old site properly, even though separate before photography was not captured before launch.
Before
AfterLaunch Outcome
At launch
A site that now looks like the work Optum actually delivers.
02
Premium without the trade clichés
The new visual language uses architectural imagery, editorial typography and restrained colour to reflect the quality of the homes and systems Optum works on.
03
Proof built into the journey
Real projects, client reviews, trusted industry relationships and service depth now support the story before visitors are asked to book a consultation.
The redesigned site has only just launched, so this case study does not claim search or enquiry growth from an incomplete data window. Search Console and enquiry results can be added once there is enough post-launch data for a meaningful comparison.