Case study

A crime analysis brand refreshed to match the work, and the app coming next.

Cynthia Haebe has spent three decades turning police data into decisions. She was ready for a brand that told the full story of what Insight Analytics offers, and a platform that could grow with the app she plans to publish.

Who we helped

Insight Analytics, a crime analysis practice serving police departments and municipalities.

The goal

A brand and website that reflect thirty years of expertise and leave room for her app.

What we did

Brought in a professional graphic designer for the identity, rebuilt the site on a new platform and produced case studies and a capabilities deck to match.

Industry Law-enforcement analyticsLocation Serving agencies nationwideYear 2026insightanalytics.org ↗

The Insight Analytics homepage — The rebuilt homepage, September 2026.

01 · The situation

Ready for the next chapter

Insight Analytics gives departments the analysis they can’t staff for yet: monthly reporting cycles, crime coding audits and analyst support. The work is serious, and the people buying it are chiefs and city managers.

Cynthia was ready to grow. Her original logo had served her well, but it no longer reflected where the business was heading. She has an app with a clear path to publishing, and she wanted a platform that could grow with it.

02 · The work

A designer for the brand, a platform for the future

We hired a professional graphic designer to get the identity right, and the new shield system came out of that work. The website builds on it, the About page shows her real team, and sample reports show the kind of work she delivers.

The copy came from Cynthia’s own words in our discovery call. Where language could have read as replacing in-house analysts, a sensitive point in her field, we framed it around budget and staffing gaps instead.

03 · The outcome

A brand that fits the room

Insight Analytics now has an identity built by a professional designer, a new mobile-first site, two case studies drawn from her own work, a refreshed capabilities deck and a full brand guide. Every word on the site lives in a document she edits, and the platform is ready for the app when she launches it.

How we built it

A discovery call. The copy came from Cynthia’s own words.
A professional graphic designer built the shield identity.
Rebuilt the site on a new platform, ready for her app.
Two case studies, a capabilities deck and a full brand guide.

Client owns: Every word on the site, in a document she edits, plus the brand guide

From the A&I Spellbook

What does your buyer need to see?

Try this project’s research on your own business. Five prompts, one conversation.

Open the Spellbook

Show the prompts

Five steps, one conversation. We call it TEACH. Stop yelling at the robot. Start teaching it. Use ChatGPT, Claude, Gemini or Perplexity with web search on, and wait for each answer before sending the next step.

Paste this first: the house rules

Our fix for long, robotic AI answers. Send it before step T and it applies to the whole conversation.

House rules for this conversation:
- Do only what I ask. No extra sections, plans, rewrites or follow-up offers.
- Keep answers short. Lead with the answer, then the detail. No intro, no recap.
- Write like a person talking to a smart colleague. Plain words.
- No em dashes. Use a period, comma or parentheses.
- Don’t use: delve, leverage, unlock, harness, elevate, seamless, robust, landscape, game-changer, transformative.
- No “It’s not X, it’s Y.” No lists of three just because three sounds nice.
- No “Great question,” no “I hope this helps,” no closing summary.
- Don’t bullsh*t a bullsh*tter. If you don’t know or can’t verify something, say so.
- End every final answer with your sources (links) and a confidence level for each key point: high, medium or low.

Tell it who to be Summon

Give it a role and a goal.

You are a B2B marketing strategist who helps specialist consultancies sell to senior public-sector and enterprise buyers. I want to know whether my website gives my buyer what they need to bring me into the room.

Explore what it knows Divine

Ask before you explain. You’ll catch the gaps early.

Before we start: what do you know about how a [buyer role, e.g. police chief or city manager] evaluates an outside consultant, and what they look for first?

Ask with the real details Cast

Fill in the brackets. The more real it is, the better it works.

Here’s my context:
- Website: [URL]
- My buyer: [role and organization type]
- What I offer them: [one sentence]
- Years of experience and proof I have: [credentials, clients, results]

Read my homepage and main service page as that buyer.
1. What would they need to see to bring me in? Is it there?
2. What is the first thing they would question?
3. Which proof do I have that I’m not showing?
4. Rewrite my homepage headline and first two sentences for this buyer.

Check its work Ward

Make it show what it verified and fix what it guessed.

Check your answer. Mark anything you couldn’t verify with a live source, and correct anything you guessed. Then tell me which finding matters most and why.

Hand it off Inscribe

Turn it into a prompt you can reuse or give to your team.

Now write me a reusable prompt that captures everything we did in this conversation, so I can run it again next quarter or hand it to someone on my team.

Get all six spells in the A&I Spellbook →
TEACH is the A&I method, inspired by the RAPPEL framework from Trust Insights.

Next case study

Fairfield Grounded →

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