Most of our clients really do realize that coming up with a look and feel that will be impactful enough at a glance to draw attention, organized enough to be engaging and unique enough to be remembered is a rather outstanding challenge. This recognition is something we are deeply appreciative of because you’d be surprised how many extra hours we log to achieve this goal.
It was critical that we produced an experience that was “neutral but visible; unconventional but conservative; super premium but not luxurious or expensive; detailed but not cluttered and perhaps most important, loud yet quiet at the same time”. Alright chief, most of us thought to ourselves. These were our instructions verbatim and although they seem contradictory at face value, our CEO understood immediately. Their target audience was made up of people who needed to be roused from the slumber of vetting other architectural firms but not slapped around too hard.
After spending what seemed to be an eternity throwing around ideas that didn’t work, the team finally was able to snag a viable direction for this project. We went with an intentionally asymmetrical layout designed that was very unconventional and modern but not contrived or too artsy-fartsy. The conservative, matter of fact content containers were accented by angular components that take drastic right angled turns, framing the main content area in a way that’s subtly artistic and abstract. The call to actions and other interactive elements such as buttons, drop-downs and language filters have also been positioned with a purposeful asymmetry that’s very functional. Take a look at how the text looks like something you’d find in a lifestyle / luxury magazine rather than a website – yet another element that made the project stand out. The last and perhaps more important design trait of this project is the sweeping background photography of their completed buildings and in some cases, high resolution concept illustrations. Anchoring content in front of these beautiful images injects a subtle three dimensional look to an otherwise flat website by utilizing a web effect called parallax.
This stunning project turned out to be one of our primary showpieces.