Fitzgerald Power - Website

A bold digital experience that remixes familiar interaction flows with unexpected patterns and nuances, creating a distinctive professional services website that feels credible, contemporary and human.

The Background


Fitzgerald Power is one of Ireland’s leading accountancy, taxation and business advisory firms, with offices in Dublin and Waterford. Serving niche sectors including community pharmacy, scaling businesses and established SMEs, the firm is known for challenging convention and approaching accountancy with fresh thinking.

The brief for the website redesign was to reflect this mindset. Professional services websites often default to conservative, corporate tropes, resulting in experiences that feel interchangeable and impersonal. Fitzgerald Power wanted something different: a site that could communicate expertise and trust while also expressing personality, creativity and confidence. The audience was digitally literate and design-aware, expecting both credibility and clarity.

The Idea


The conceptual starting point came from the idea of remixing. Inspired by the way hip hop artists sample and rework familiar sounds to create something new, the website applies the same principle to digital design.

Rather than inventing entirely new interaction patterns, the approach was to take cues users already recognise from leading consumer brands and reinterpret them within a professional services context. The goal was to strike a balance between the familiar and the unexpected, creating a site that feels intuitive yet distinctive, professional yet expressive.

This idea shaped both the visual language and the overall experience, allowing the site to communicate Fitzgerald Power’s forward-thinking ethos without sacrificing clarity or trust.

Execution


The redesigned site delivers an experience that feels recognisable on first interaction, but increasingly distinctive as users move through it. This is evident from the very first scroll, where the Fitzgerald Power ‘F’ explodes on scroll to reveal video of the team at work and their Waterford office.

Extensive research revealed that the previous site’s navigation made it difficult for users to access valuable thought-leadership content. In response, the information architecture was restructured to reflect clearer user mental models.

Services, insights and people profiles were reorganised into a defined hierarchy, while events were elevated into a dedicated section. This responded directly to user behaviour, recognising the importance of Fitzgerald Power’s collaboration series with Bank of Ireland and The Currency as a key driver of engagement.

Subtle animation and transition design introduces energy and rhythm without distracting from content or usability. The tone of voice throughout the site balances professionalism with warmth, making complex subject matter more approachable.

To support authenticity, bespoke photography and video content was produced in collaboration with photographer Myles Shelly. The assets capture real moments and personality, while being carefully optimised to maintain performance.

Behind the scenes, a modular development approach ensures the site is flexible and easy to update, allowing the internal team to manage and evolve content confidently.

Why it’s working


Distinctiveness: A clear departure from generic professional services design conventions.
Familiarity: Recognisable interaction patterns make the experience intuitive and accessible.
Clarity: Information architecture prioritises content people actually come looking for.
Personality: Visual expression and tone of voice humanise a traditionally formal sector.
Confidence: The site communicates expertise without relying on corporate clichés.