Client
Amicum
Amicum is a Melbourne-based advisory firm specialising in aged care and retirement living transactions, including mergers & acquisitions, project sales, and strategic consulting.
They engaged us to design and build a new website that clearly communicated their expertise, simplified complex services, and positioned them as a premium, trusted partner in a highly sensitive and regulated industry.
Amicum’s existing digital presence didn’t reflect the depth of their experience or the sophistication of their offering.
Key challenges included:
- Translating complex, multi-layered services into clear, accessible messaging
- Building trust with multiple audiences (operators, investors, families)
- Creating a structure that supports both advisory services and retirement listings
- Elevating the brand to match their premium positioning
The site needed to feel calm, credible, and authoritative without becoming dense or overwhelming.
1. Clarifying the value proposition
We worked closely with the Amicum team to distill their offering into a simple, structured narrative, balancing commercial advisory with human-centred outcomes.
This included:
- Clear separation between advisory services and retirement living pathways
- Plain-English explanations of complex processes
- Strong emphasis on guidance, clarity, and trust
2. Designing for confidence and simplicity
The design direction focused on restraint and clarity:
- Generous whitespace and clean typography
- Subtle visual hierarchy to guide decision-making
- Minimal, purposeful use of imagery
Rather than over-designing, the interface prioritises ease of understanding, critical for users navigating major life decisions.
3. Structuring for multiple user journeys
Amicum serves a diverse audience, from institutional investors to families exploring retirement living.
We designed flexible pathways that allow users to:
- Quickly identify relevant services
- Explore retirement living options with confidence
- Move seamlessly between informational and transactional content
4. Building for scalability in Webflow
The site was developed in Webflow, enabling:
- Easy content management for the internal team
- Modular expansion as services evolve
- High-performance, SEO-friendly delivery
This ensures the platform can grow alongside the business without technical friction.
feature #1
Ability for the Amicum team to easily add and manage their property listings
feature #2
Conversion-focused sales pages for each of Amicum's villages and properties
feature #3
Branded design based on Amicum's style guide
feature #4
User journeys that cater to Amicum's different stakeholders and audiences.
feature #5
feature #6
feature #7
feature #8
We had a fantastic experience working with Merino Studio on our Amicum website. From the outset, they really took the time to understand our brand, our audience, and the message we wanted to convey. We’ve received great feedback since launching, and we couldn’t be happier with the outcome.
The new Amicum website delivers:
- A clear, structured presentation of complex services
- A more premium and credible brand presence
- Improved usability across multiple audience types
- A scalable foundation for future growth
The result is a digital experience that reflects the calm authority and expertise Amicum brings to every engagement.
Before
After
Contact us
Your turn now.
How can we help?
Thank you for your submission!
Keep exploring
More case studies
Merino Studio has taken our digital identity to the next level. The website they designed and developed is not just aesthetically pleasing but also highly functional. It makes it easier for us to connect with startups and showcase our commitment to their growth.
New online identity built in Webflow
The new Grant Help website was built by Merino Studio and we're super happy with the result. It has helped us to streamline our online marketing efforts. We're getting plenty of qualified new leads through the site now.
Dozens of new leads per month
.png)
