FGC

Rory Forrest built Fraction GC on a simple idea, senior legal counsel, without the cost of a full-time hire. It worked incredibly well, but as the business grew into new markets, new hires, a UAE expansion, and a second line of work that went well beyond fractional support, the name started working against him. "Fraction" told the market he did part-time legal help. It didn't tell them he could design the legal infrastructure a scaling business actually needs.

Rory knew something wasn't right. He didn't yet know what to fix, or how.

Clarify - building the strategic foundation

We ran Rory through the Demand Tension Map before any naming or design conversation started. The goal was to understand what his clients were actually buying, not just what Rory thought he was selling.

That process surfaced three distinct products inside what had been one undifferentiated fractional offer. It also forced a harder question: what do BUILD and EMBED actually mean to a client, not just to Rory? Both methods existed in Rory's head already, built from years of doing the work. What hadn't happened yet was translating that thinking into language a prospective client could recognise as solving their own problem.

That's the work that came before a single design decision was made.

Craft - productising the offer

From the Demand Tension Map, we packaged Rory's work into three named products: BUILD (legal infrastructure design), EMBED (embedded fractional general counsel), and a Legal Document Studio.

We mapped the actual process Rory runs clients through, from how a scaling business moves from a reactive, fragmented approach to legal work into a coherent framework and used that to build the stage-by-stage structure behind BUILD and EMBED. Each method got its own clear stages, each stage with a defined output, so a prospective client could see exactly what they'd leave with at every point, not just a vague promise of "ongoing support."

The name and branding changed too. Fraction GC became FGC with a clearer, more modern look and feel. A smaller change on the face of it but a bigger shift in what it signals, a business specifically built for infrastructure and scale, not just fractional hours.

Convert - building the system

With the strategy and the three products defined, we built the new site on Webflow, structured around BUILD, EMBED, and Legal Document Studio as distinct entry points rather than one generic legal services page.

Every product page was built to take a cold visitor from "I recognise this problem" through to a defined process and a clear next step. The collateral extended beyond the site, social templates and supporting materials gave Rory a consistent way to talk about FGC across every channel he uses to reach new markets.

Continue - what's live and what's next

The site is live at fgc.law. Rory has since expanded into the UAE, is scaling his team, and the rebrand has held up under that growth rather than needing another rework. We're now working with Rory on a monthly retainer, continuing to build out the systems and collateral behind BUILD and EMBED as FGC's markets expand.

Here's to the next 5 years of growth.