The brief

GoTokyo connects the best buyers, contract managers, and legal experts with challenging government projects through a unique Fair Share model. Professionals keep the majority of the revenue, because the people doing the work should earn the value they create. We partnered with GoTokyo to build the brand and marketing site that positioned the platform as the modern alternative to legacy procurement agencies, and to ship it fast enough to support their go-to-market.

What we solved

Government procurement in the Netherlands has been dominated for decades by agencies that quietly take 30 to 40 percent margins on every contract. That leaves professionals underpaid and discourages the best specialists from engaging with public sector work at all. GoTokyo needed a digital presence that did two things at once: explain a new economic model in plain language, and earn enough trust from both sides of the marketplace (career experts and public buyers) to make them pick up the phone. Most founder-led marketplaces try to look like a scrappy startup. GoTokyo needed to look like an institution that experienced professionals would stake their reputation on.

How we got there

We kicked off with a two-day positioning workshop. The hardest question was how to lead: do we open with the payout model (which appeals to professionals), or the transparency narrative (which appeals to public buyers)? The answer was neither. The hero had to work for both audiences simultaneously. From there we built a restrained visual system anchored in warm neutrals, confident editorial typography, and motion used sparingly, only on the numbers and calculators where it reinforced credibility. Every layout decision was run through one test: would a senior contracts lawyer trust this site enough to apply?

What we shipped

The marketing site reads more like a modern fintech product than a staffing platform. A split-audience hero lets visitors self-select in one click, landing them on a tailored explainer for their side of the marketplace. A transparent breakdown of the Fair Share economics shows exactly how fees are calculated with real numbers. A custom payout calculator, built with Framer Motion for smooth scrub interactions, lets professionals model their take-home on a sample contract in seconds. The application flow is three questions and a calendar, not a twenty-field intake form.

What changed for the client

GoTokyo went live six weeks after kickoff. Within the first week, applications tripled, and the first ten government contracts closed within two months of launch. Inbound from the professional side now averages 40 to 60 qualified applicants per week with no paid acquisition, entirely from organic discovery and referrals driven by the transparent payout narrative.