Case studies  /  Downing

Downing · Two weeks in · 3 October 2026

Live within month 1

Lead finding, automated and live within two days.

A Nelson creative agency doing brand, websites, packaging and design.

The Downing studio in Nelson

15 hrs

a month back, reinvested in client work

12

AI opportunities mapped for automation

4 of 12

trained in every skill, with the whole team educated

3

workflows running, two weeks in

What they came to us for

To automate their sales, starting with finding leads.

What we delivered

Lead finding, automated and live within two days.

Tools used

Claude Apollo Streamtime Google Drive Bitbucket Nano Banana Higgsfield Their NAS

How it came together

We set it up

  • One AI system on the tools they already use
  • Connected to their own data server
  • Phase one of their roadmap first

We taught them

  • All twelve shown what we built and why
  • Four trained in every skill to lead the rollout
  • What to automate and what to keep by hand

We build it with them

  • We build the structure, they add the context
  • Or we guide them through building their own
  • We've helped on everything they've built

What's confirmed so far

Measured against the hours the team mapped. The rest get a figure once they're measured.

Marketing research

Analysis that feeds ideation and content writing

8 hrs a month so far, of 28.5 hrs a week mapped

Automating website builds

Hero and footer sections built through Bitbucket

2 hrs a build so far, of about 35 hrs per build

Each proposal

Drafted in their design system, a person edits

2 hrs back, of about 4 hrs

Outbound sales

Leads found, checked for fit and researched

50 qualified ICP-fit leads every run, 5 hrs a month back

Every automation we've identified

Twelve mapped with the team, and where each one stands.

Running

  • Outbound sales

    Sales · 5 hrs a month back so far, 50 qualified leads every run

  • Marketing research and website upkeep

    Marketing · 8 hrs a month back so far

  • Automating website builds

    Delivery · 2 hrs back of about 35 per build

Being built

  • Internal design exploration

    Delivery · concepts in Nano Banana and Higgsfield

  • Design system for proposals

    Sales · 2 hrs back of about 4 per proposal

  • Client website research

    Delivery · 20 hrs per website today

  • Admin in Streamtime

    Accounts · 15 min per job set-up today

Mapped

  • Content repurposing

    Marketing · part of 20 hrs a week

  • Content research

    Marketing · 20 hrs a week today

  • Design system for content assets

    Marketing · part of 20 hrs a week

  • Client design systems

    Delivery · part of 73 hrs per brand project

  • Fast creative direction

    Delivery · from client design systems

Plus more. These are the first twelve, from mapping about half the business so far. There are plenty more to find. Every hour that comes back goes into strategy, concepts and client work.

What's next on their roadmap

Month 1 · phase one, live

  • Outbound sales
  • Marketing research and website upkeep
  • Internal design exploration

Months 2 to 3 · phase two

  • Content research
  • Design systems for content and proposals
  • Client design systems

After that · phase three

  • Fast creative direction from client design systems
  • Client website research
“It has been very worthwhile working with the Minimise team to speed up our Ai integration and automation. Their guidance and system is excellent.”
Tony Downing, owner, Downing · Google review

Hours today come from Downing's own AI roadmap. Time back is shown only where the team has confirmed it, two weeks after implementation. Every figure is the client's own estimate, not something we measured.

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Downing case study. Two figures held back pending client confirmation: the 15 hrs a month headline and the outbound hours.