Part consultancy, part agency, completely digital.

Part consultancy, part agency, completely digital. We solve digital challenges and craft memorable customer experiences through product design, engineering and optimisation.

We work with a range of clients including large enterprises such as Sky, Taylor Wessing, SAP, Wolseley, UK Power Networks and The Labour Party and start-ups such as Charlotte Simone, Nails inc, Peak Ai, Codility and Decibel Digital. 

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London, United Kingdom
  • Threeways House, 40-44 Clipstone Street
    London, LND W1W 5DW
    United Kingdom
other locations
  • Earl Grey House
    Newcastle upon Tyne, TWR NE1 4LF
    United Kingdom


Key clients: 

UKPN, Taylor Wessing, Sky, SAP, Labour, NATS, Peak AI, Codility, IWG


The Tangent Showreel 2020

SAP Image


Envisioning, Building and Managing SAP’s largest eCommerce store.

Serving over 335k customers in 190 countries, SAP is one of the largest enterprise resource planning software vendors in the world - in fact, it’s estimated that 75% of all global business transactions come in contact with an SAP system. With so many businesses relying on its products every day, SAP came to Tangent with a brief to improve the online

management and sales of its huge catalogue of complementary training materials.

When we started this project, the catalogue section of SAP’s Education store was flagging; it had a high bounce rate, next to no dwell time and most importantly very low conversion. Our solution needed to both address these issues and automate the process behind future catalogue updates, to avoid high operational overheads and reduce stale content.

Following an extensive research and discovery phase including competitor analysis and customer testing, our refreshed vision for SAP Education delivers a whole new experience for both Customers and SAP’s global and local Digital Managers. By logically reordering content and employing a system of progressive disclosure, the site turns SAP's complex offering into a simple tool for all users.

Taylor Wessing IPC Image

Taylor Wessing IPC

Tangent has been appointed to deliver the global brand strategy and visual roll out for Taylor Wessing beginning in 2019. Prior to this Taylor Wessing asked us to develop the visual language for their 2018 International partner conference held in Lisbon. This event which occurs every 18 months is used to communicate the firms’ strategy for the following 2 years.

It was felt that the current Taylor Wessing brand was

looking tired, dated and not representative of the strategic direction being delivered at the conference. We had to create an ownable and exciting new identity within 4 weeks, whilst managing multiple busy stakeholders within Taylor Wessing.

The IPC was seen as a great opportunity to test some of our initial creative concepts for the wider Taylor Wessing brand piece. Utilising this internal conference, allowed us to engage directly with global stakeholder's, receiving feedback through face-to-face discussions.

We provided the IPC with a coherent and consistent branded stand-alone identity for the first time since the creation of Taylor Wessing in 2002. The outcome resulted in overwhelming positive response to our IPC brand work and has given us the confidence to move ahead with our vision for Taylor Wessing in 2019.

Peak Ai Image

Peak Ai

AI is powering the world’s smartest companies to drive growth, increase profitability, and improve efficiencies. But how do you bring such a complex proposition to life?

AI is a difficult and sometimes overwhelming topic that can unlock huge opportunities within businesses, but can be tricky to properly understand. Peak AI make AI accessible and results-driven, giving their clients everything they need to succeed with

AI. They asked Tangent to help them refresh and modernise their brand and digital estate to help convey the core message; they make AI easy.

The Peak AI brand had remained the same since the company was founded, and it was felt that it no longer reflected the global technology company it has become. The new brand look and feel is based around bold geometric forms that illustrate Peak AI's connected solutions and the numerous ways it uses data to power business. We also overhauled the colour palette, typography and photographic approach, developing a look and feel that is more bold and dynamic, but retains the human touch that Peak AI offer their customers.

Freesat Image


Showcasing how unbelievably good subscription-free satellite TV can be.

With nearly 60% of Freesat web traffic coming from mobile devices, the satellite television provider’s 4-year-old site simply didn’t meet the current needs of the business or the user. Freesat was looking to re-platform to an open-source CMS that would provide them with more flexible templates to support ongoing editorial and campaign


We designed wireframes for their new responsive site and introduced a number of new features that would help 'wobbling' customers with their decision-making process, such as: An interactive guide to help potential customers switch from their current TV provider. A filtering tool to help customers choose the right smart box or smart TV based on their current television habits. A dynamic FAQ section that answers key customer queries for potential customers and troubleshooting for current Freesat users.

LCCI Image


Building the London Chamber of Commerce and Industry's digital road map The London Chamber of Commerce and Industry (LCCI) is the capital's largest independent networking and business support organisation. It represents the interests of London businesses here in the UK and abroad, and offers a range of services to its members.
UK Power Networks Image

UK Power Networks

With over 8 million domestic and commercial customers, UK Power Networks enlisted Tangent to help transform its digital presence and put customers at the heart of the process.

Requirements: Our three-month discovery phase identified both business and user requirements. This included analysing thousands of comments and survey responses, interviews with all customer segments and gathering business needs from key


Personas: UK Power Networks’ customers range from households looking for a one-off service to commercial builders with an on-going relationship, each requiring specific content and functionality. We developed personas to identify the tasks and goals each group is looking to complete, and how the website could help achieve their objectives.

Customer Journeys: From here we produced an in-depth breakdown of existing journeys, visualising customer interactions and touchpoints. This allowed us to identify opportunities to enhance their journey off and online, setting the vision for UK Power Networks’ optimal customer experience.

We tested multiple navigations with over 200 users through Tree-Jacking, a tool that helped establish the optimal Information Architecture for the site. Based on our findings, we enhanced the preferred route to ensure all content could be found in the fewest clicks possible.