Ahmed SolimanBrand & communication design

case study 01website · 2026

Commonwealth

A new website and brand voice for a veteran-owned federal contractor, written for the people who award contracts.

the problem
The company’s old GoDaddy site opened with a stock photo and one line: “Powered by bold ideas.”
what I made
A new site in Webflow: the structure, the visual design, every page of copy, and case studies for the VHA, VEO, and NIH work.
where it lives now
Live at cw-ss.com. Made with Commonwealth’s leadership team, where I work.
The cw-ss.com homepage: Federal consulting that cuts through complexity, in white serif type on deep navy, with gold buttons

01in plain words

what it is

A federal contractor’s website has to work like a capability statement: clear, credible, and quick to scan.

Commonwealth is a Service-Disabled Veteran-Owned Small Business. It helps federal health agencies, like the VA and NIH, run programs, use their data, and adopt new technology.

The people who read its website are contracting officers and teaming partners. They skim. They want to know what the company does, where it has done it, and whether they can trust it, in that order.

The old site buried the answers. It opened with a stock photo and one line: “Powered by bold ideas.”

before
The old GoDaddy site, as archived in October 2025: a photo of a highway at night with the words Powered by bold ideas, then a centered About Us section
The GoDaddy site, as the Internet Archive saved it in October 2025.
after
The rebuilt homepage: Federal consulting that cuts through complexity
The Webflow rebuild.

02strategy

the strategy

Write for the contracting officer. Say what we do in one sentence, prove it with past work, and make the next step obvious.

  1. Lead with the job, not the adjectives.

    The headline names the market and the benefit before anything else: federal consulting that cuts through complexity.

  2. Let past work carry the proof.

    Each major contract got its own page: the VA’s Innovation Ecosystem, the Veterans Experience Office, and NIH. Each opens with the mission, one key fact, and the work.

  3. Promise restraint.

    The capabilities page makes an unusual promise for a consultant: use what the agency already has. We maximize what you have, introduce only what you need, and ensure the job gets done successfully.

a site map a buyer can follow

The navigation follows the three questions a buyer asks: what do you do, where have you done it, and how do I reach you.

03words

the words

I wrote the site’s copy, from the homepage headline to the case studies.

the headline

  1. beforePowered by bold ideas.
  2. afterFederal consulting that cuts through complexity.

The old line could belong to any company in any industry. The new one names the market, the service, and the benefit in six words.

values as verbs

  1. beforeResponsive action, passion, & impact.
  2. afterInnovate with intention. Solve with curiosity. Implement with agility.
Values That Move Missions Forward: three numbered cards, Innovate with Intention, Solve with Curiosity, Implement with Agility

case studies in one line each

I wrote the public case studies for the VHA, VEO, and NIH work. Each one opens with a single sentence a contracting officer can repeat:

  • Eight years helping VHA turn frontline ideas into scalable improvements in Veteran care.VHA Innovation Ecosystem
  • Project management and operational support that strengthened how VA served Veterans.Veterans Experience Office
  • Enterprise-level program and data analytics support for the Office of Planning, Analytics, and Evaluation.National Institutes of Health

04design

the design

Formal enough for a federal buyer, warm enough for a company that calls itself a people company.

navy, gold, and a serif

Federal consulting that cuts through complexity.

Body text in DM Sans, set for easy reading at every size.

— past performance · veterans health administration

Headlines use Playfair Display, a serif with an institutional voice. Everything else uses DM Sans, a plain, readable sans serif.

Deep navy carries the weight. Gold is saved for the main action on each page and for the small labels that tell you where you are.

  • navy#18196B
  • deep navy#111154
  • gold#C9A84C
  • light gold#E8D69C
  • ink#2D3748
  • paper#FAFAFA

one template, every case study

Every past-performance page starts the same way: a gold label, a serif headline, one sentence, two buttons, and a card with the one fact that matters. Once you’ve read one, you know how to read them all.

VHA Innovation Ecosystem page hero with a stat card: 8 years of direct support
Veterans Experience Office page hero with a stat card: 94% Veteran satisfaction
NIH page hero with a card: prime contractor
Careers page hero: Join Our Team, with a card that reads You. Your career. Your path.

Even the careers page follows the template. Its card doesn’t show a fact about the company. It says “You.”

proof you can scan

Capabilities and Services: a headline, a one-sentence summary, and a row of four results
Results That Speak: rows of outcomes by practice area, each with a tag
Our Services: three numbered cards, each linking to the matching past-performance page
Get in Touch: Let’s start a conversation, with a short contact form

Each service card links straight to the contract that proves it.

05build

built, too

I built it in Webflow and launched it in 2026, writing custom HTML, CSS, and JavaScript inside it.

It replaced a GoDaddy template with a site built around what buyers look for: case studies, certifications, and open positions each have their own place instead of sharing one long page.

Visit cw-ss.com

platform
Webflow
markup
custom HTML embeds
styles
custom CSS
scripting
custom JavaScript
type
Playfair Display, DM Sans

next

Steady
← All work ahmed.ha.soliman@gmail.com