The website for training company Insecri is a project in which we designed and implemented a bilingual site for the Intelligence, Security and Crisis Management Institute - an institute run by former special forces soldiers with combat experience. The client trains business leaders, NGOs, journalists and diplomats in the areas of security, crisis management and decision-making under conditions of extreme uncertainty.
Our task was to build the website from scratch—UX, graphic design in Figma, copywriting i implementation on WordPress with Elementor PRO. The key challenge was communicating the brand at the intersection of two worlds: the raw, military experience of the staff and the business audience seeking that experience as a concrete tool for growth.
2025
Description of implementation
Insecri is an institute whose sales force is based on the real-world, documented experience of its staff - operators and commanders of special units after combat missions in Afghanistan or Iraq. The first design challenge was to show this credibility in a way that doesn't cross the line between professionalism and military kitsch - and at the same time clearly answers the question of why business should buy this training.
We designed a structure with two parallel pillars: business training and security training. Each training has a separate sub-page with the program, target audience and forms of learning - desktop, online with a live trainer, self-paced online course or tailor-made format. The site operates in both Polish and English versions, which corresponds to the client's international scale of operations.
Featured service
The most important part of this project was the work preceding the first line of code. The client had a great deal of operational and substantive experience, but its deliverables were scattered and formulated in military language - not directly translatable to communication with a manager, a journalist going into the field or an NGO mission coordinator. We spent a number of meetings with the client to refine the business assumptions: who exactly is the target audience for each training, what problem is being solved, what decision is to be made when they get to the site.
Based on this, we designed an information architecture with a clear breakdown of the offer and developed sales copywriting with target customers in mind.
