Spatial Business Systems
Brand Refresh & Website Redesign
INFRASTRUCTURE DESIGN TECHNOLOGY
The challenge
Spatial Business Systems (SBS) is a global leader in intelligent design software for utilities, helping teams deliver construction-ready designs with greater speed, accuracy, and consistency.
However, SBS was facing a crossroads with its brand and website. While impressive performance metrics took center stage — faster design cycles, fewer errors, reduced training time — there was a clear opportunity to strengthen connections with a risk-averse customer base and reinforce the company’s well-earned credibility.
3/Thirds welcomed the opportunity to reintroduce the SBS brand and website.
What we noticed
Through discovery sessions with the SBS team, we found a significant disconnect: the company’s real-world impact outpaced how it showed up online.
SBS had decades of industry expertise, exceptional customer outcomes, and respected relationships with major utilities and AEC firms — but that story wasn’t coming through in a clear, engaging way. In addition, SBS had to overcome the resistance designers and engineers often have to adopting new solutions for critical infrastructure projects.
We also found that SBS wanted a brand voice that felt human and approachable — confident, but never arrogant — along with a visual system that signaled credibility without feeling overly corporate.
What we delivered
3/Thirds reintroduced the SBS brand and website to help carry the company forward.
We updated colors, typography, and imagery to feel more enterprise-ready, emphasizing genuine utility location photography over generic stock visuals.
A polished visual identity
A clearer, more human voice
We refined SBS’s messaging to sound like a trusted advisor: direct, confident, and grounded in real customer outcomes.
A more intuitive structure
We strengthened navigation language and content flow to reflect how users think, making it easier for utilities and AEC firms to understand exactly where SBS software fits with their favored tools and existing workflows.
The new site elevates customer quotes, recognizable logos, ROI proof points, and audience-friendly explanations of SBS solutions — giving utilities the reassurance they need to explore a new approach.
A website built for trust
“
Working with the 3/Thirds team is always a pleasure. They are both thoughtful and efficient, and they always deliver excellent work. I’m proud that our website design better reflects the outcomes we help our customers achieve, and I’m looking forward to working with 3/Thirds again.
Andy Mott, Chief Marketing Officer
Spatial Business Systems
”
Impact
SBS now has a digital presence that matches its expertise and reputation.
The redesigned website:
• elevates the brand with clarity and confidence
• reinforces trust with meaningful proof points
• compares favorably with top industry peers
• supports sales conversations and demo pathways
• provides a scalable foundation for upcoming industry, solution, and technology pages