More than a decade of work, made checkable in ninety seconds

Tom Hofer had spent more than a decade delivering shopping centres, retail assets and advisory work across Australia and overseas, almost all of it for other parties, under their brands and sometimes under confidentiality. Anyone who looked him up found nothing. At his scale that matters. A capital partner, a landowner or a council officer checks a consultant before the first call, usually on a phone, usually in about ninety seconds.

So we started from the check, not the look. The site's job is verification rather than lead generation, which meant proof had to outrank persuasion on every page: a number, an asset type, a role or a date wherever a claim would normally sit. The name was chosen to win the search and carries no distinctiveness of its own, so the identity carries all of it. A monogram with the A cut from a solid circle, a restrained navy and white system and a single typeface, kept well clear of the skylines and gold of property marketing, because Tom is a consultant, not an agent or a developer.

The Framer site pairs a scroll led home page with a register of projects laid out like a record, a services page that says what the firm does and what it does not, and thirteen of Tom's own guides on feasibility, finance, approvals and delivery. Structured data, clean headings and alt text mean search engines and AI assistants read the business the way a person does. It went live eleven days after the project began, and three days later Tom said as much in public.