How a U.K. Agency Used Brand Archetypes to Revolutionize Digital Experiences

Introduction

When Gareth Morgans and his partner walked away from a large agency in Leicestershire back in 2012, they saw the same pattern on repeat: projects under-estimated, sales undercutting budgets, and quality suffering. That failed approach left clients unhappy and left the team scrambling. The pair decided to build a new agency that offered direct access to senior talent, simple pricing, and a clear focus on delivering on promises.

A Lean, Senior-Only Team

Herdl was by design a small shop. No juniors, no non-productive roles, just a tight group of experts who each cover design, development, content and strategy. Clients talk straight to the people building their site, so there’s no hand-off noise. That structure lets overwhelmed sales teams stop over-promising and focus on projects they can really deliver to a high standard.

Scoping and Quality Control

Before any code goes in, Herdl invests time in scoping. They map client goals, market factors and competitor moves. Without big overheads they can say no to projects that don’t fit and keep timelines honest. Frequent checkpoints and direct feedback loops catch issues early—so deadlines stick and quality stays high, avoiding last-minute rushes that drive up cost.

Brand Archetypes in Action

Rather than guess at personality or tone, Herdl picks a brand archetype—like The Explorer or The Outlaw—to guide every design and message. This shared reference keeps personal bias out and gives the team one clear compass. For Two Chimps, they chose The Explorer, creating guidelines for imagery, voice and layouts that all align with adventurous brand values.

Why WordPress and WooCommerce

Herdl lands on WordPress because it’s intuitive for clients and flexible for developers. They layer in Advanced Custom Fields, Gravity Forms and their own workflow tweaks to build tailor-made dashboards and data structures. For stores they turn on WooCommerce—customizing product flows, checkout and order management so clients can manage everything without extra apps.

Performance and SEO

Fast hosting, smart caching and optimized media are part of every project. Herdl tunes each site to load in under two seconds and integrates analytics from day one. With Yoast SEO and targeted keyword work built into content planning, clients see better search rankings and more qualified leads—often from new international markets.

Three Tips for E-commerce Managers

First, set crystal-clear goals so every team knows what success looks like. Second, track performance with accurate analytics—install a Google Analytics plugin for WooCommerce right away. Third, break down silos: share data across marketing, design and ops so insights flow and everyone can improve customer experiences.

Conclusion

By combining a lean, senior-only team with brand archetype frameworks, thought-through scoping, and a focus on performance and SEO, Herdl has carved a niche in a crowded market. Their approach proves that small teams can outpace larger agencies when they keep processes simple and stay true to a clear brand vision.