The project began with a deep understanding of Jonker-Kalma’s role as a strategic HRM consulting firm operating in the Twente region of the Netherlands. Since this was the company’s first website, the research phase focused on defining how the brand should be presented online for the first time and how it would be perceived by regional businesses.

The target audience consisted mainly of established organizations looking for long-term HRM partners rather than short-term solutions. This meant the website needed to communicate experience, stability, and strategic thinking. The tone had to feel professional and human, avoiding marketing-heavy language while still clearly explaining complex HRM services.

Industry research was conducted by reviewing HRM consulting websites across the Netherlands to understand how similar firms structure their content, introduce services, and build credibility. The findings showed that clarity, calm layouts, and strong messaging around people and strategy were more effective than overly creative or visual-heavy designs.

This process informed key decisions around content structure, navigation, and design direction. The final approach focused on a clear service hierarchy, simple page flow, and a visual style that supports trust and authority while remaining approachable and easy to navigate.