Brand
From lab to scale-up
The digital repositioning of Delft Circuits in six weeks.
Delft Circuits develops and manufactures specialized cryogenic cabling — I/O solutions — for quantum computers. It is a niche company with global impact, but its website did not reflect that story. With an investment round coming up, twenty open vacancies, and the world’s largest quantum trade show as a hard deadline, everything had to happen at once.
Together with Delft Circuits, we built a completely new digital presence in six weeks, from strategic repositioning to a live website. It was ready on the day the exhibition floor opened in Denver.
Client
Delft Circuits
Application
Strategic repositioning of a quantum scale-up, translated into a new digital presence.
Deliverables
- Strategic repositioning for the scale-up phase
- AI-accelerated website delivery, live in 6 weeks
- Information architecture & wireframes
The challenge: credibility, not clicks
At the start of 2026, Delft Circuits was at a turning point. The order book was full, the technology had been proven in tier-1 quantum programs worldwide, and the team had grown to 47 people representing around 20 nationalities. But the website told a different story: more than fifteen pages of overlapping technical content, no clear messaging for different target audience, and a visual identity that communicated “early-stage lab” rather than “scalable infrastructure partner.”
The real goals were not more leads, but two other things:
- Fundraising — investors needed to think, within seconds: reliable, relevant, momentum. The website had to serve as the credibility check after the pitch meeting.
- Recruitment — twenty open positions, many of them non-technical. The site had to show talent that Delft Circuits is more than a research lab.
There was also a hard deadline: the APS Quantum Show in Denver on March 16, 2026, the world’s largest quantum trade show. The website had to be live in time to serve as the company’s digital front door.
Robby Ferdinandus, CCO & Board Member, Delft Circuits
Positioning first, pixels later
We didn’t start with design.
We started with a question: what did this website need to prove, and to whom?
This led to a sharper repositioning: from “hardware for quantum engineers” to “Pioneering I/O for advanced technologies.”
It marked a shift from product to solution provider, and from niche supplier to scalable platform. The campaign line that followed was: “You push quantum boundaries. We remove the hardware limits.”
Messaging per target audience
Investors, partners, engineers, and talent each receive a different story, all built from the same core message.
Three proof pillars made the positioning concrete:
- Built for Scale — 256 channels per loader today, scaling up to 4,096 by 2029
- Engineered Reliability — in-house design, production, and quality control in Delft
- Validated Performance — peer-reviewed benchmark studies on leading quantum platforms
- Authority without disclosure — most of the proof of traction is confidential. Customer names, volumes, program details could rarely be shared publicly. Still, the website had to communicate credibility.
We developed a three-layer proof model:
- Public proof — peer-reviewed studies with DOI, press coverage, trade show appearances
- Capability proof — in-house cleanroom, facilities, testing processes, with no customer names needed
- Anonymized traction — “deployed in tier-1 programs,” sector-based snapshots, and approved names only
This gave investors confidence in Delft Circuits’ momentum without exposing confidential information.
AI-first workflow
With just six weeks on the clock and a technically complex domain that would take most agencies weeks to understand, we chose an AI-first approach.
Custom AI-agent
We built a dedicated project agent in our secure AI environment, trained on all client documents: the technical brochure, confidential roadmap, market analysis, brand book, user personas, and existing content.
What this agent did:
- Write copy for each target audience in the right tone of voice
- Develop sitemap and wireframe logic, including page structure, sections, user journeys
- Fact-check every claim against source documents
- Act as a sparring partner: “Is this claim public-safe or confidential?”
AI for wireframes
Using AI, we generated wireframes that could be used directly in Figma. Initial page structures, sections, and content blocks were created in minutes instead of days. Three stakeholder journeys were visually mapped out and ready for iteration.
The result of this approach: no compromise on quality, despite the accelerated timeline. After the full review round with the client, there were only four feedback points.
From wireframe to live website
The result
The website was reduced from more than fifteen overlapping pages to six clear sections. Products is the only section with depth, with subpages for each system. Everything else is flat: one URL, all content on the page. Simple, scannable and convincing. Three routes, one homepage. The homepage acts as a traffic hub with three intentional paths:
- Investors & Partners: Proof, Research & Press, About Us, Contact
- Talent Careers Team & Workplace Open Roles Apply
- Engineers/Buyers: Products & Technology, Proof, Systems, Contact
Success here is not a submitted form. Success is conviction within seconds.
A completely new website
A completely new website built around credibility, not conversion.
Sharper positioning
“Pioneering I/O for advanced technologies” as the foundation for all communication.
Messaging for each target audience
Messaging tailored to each target audience, based on the Hero archetype: Delft Circuits as the empowerer.
New information architecture
A new information architecture that turns content chaos into six clear pages with three stakeholder journeys.
Analytics framework
An analytics framework designed to measure credibility instead of leads.
Social launch campaign
A social launch campaign with countdown posts on LinkedIn, founder content, and signature banners.
After full review: four feedback points
After the full review, there were only four feedback points. Proof that the AI-first workflow and domain understanding were on point.
Why this matters when you’re a scale-up
When you grow, you outgrow your website. What once served as your sales tool becomes an obstacle: investors hesitate, talent drops off, and partners look elsewhere. And that repositioning usually needs to happen now, not three months from now.
The lesson from this project
- Don’t start with pixels. Start with positioning. Know who you want to convince before you start building.
- Dare to strip down your site. Fewer pages, sharper messages, clearer routes.
- Use AI as an accelerator, not a replacement. The technology saved us weeks, but the strategy behind it was human work.
Six weeks. One deadline. One sharp message. And a digital front door that does exactly what it needs to do: build trust.
Need a website that builds trust too?
Book an introductory call. We’ll explore where your current site loses investors, talent, or customers — and what options there are to fix it.
