In Process: AFMKTG
Project manager Anna Potter-Malone gives us an inside look at the WOTW process.
AFMKTG specializes in branding and end-to-end content marketing for home builders, real estate developers, hospitality companies, yacht builders, shipyards and aesthetic care services. They came to us with a clear vision, lots of inspiration, and precise direction for how they’d like us to achieve a fresh look.
AFMKTG wants those who visit their site to understand upon first glance that:
★ their style is elevated
★ their work product is exceptional
★ they are organized & calm
Here’s what they didn’t love about their old site (home page pictured right →):
● Imagery lacks cohesion across the site.
● Too many old photos, especially the team shots.
● Their portfolio is not displayed or accessible for clients, potential clients and other site
visitors.
● The style feels very basic. It’s built on Squarespace and they feel as though it’s very
obvious off the bat.
The home page image is pretty simple, doesn’t convey much about the brand.
Their list of industries is plain, and doesn’t allow clients or potential clients to find their work.
The About page feels like very basic Squarespace.
Here’s how we’re working to improve their site and meet their goals.
● Adding imagery that tells a story across the site and accentuates their brand.
● Adding an updated and dedicated space for team photos.
● Including a dedicated, easy-to-read portfolio page.
● A high-end, unique design that’s hyper-focused on the details that are specific to their brand.
Here’s a look at the mid-point of the process:
We added rich, cohesive photography to the portfolio page, instantly communicating their work.
We used added texture with illustrations and a subtle background hue.
We chose photography and a font that instantly speaks to the elegant, elevated work that AFMKTG does.
The new home page incorporates new fonts, images, a new color palette, and an easy-to-navigate layout.
But most importantly, a quick look at the home page instantly conveys what the original site was missing: that they’re elevated, do exceptional work, and are a calm and organized company.
Click here to see the finished result. We’re excited to share AFMKTG’s fresh new look with you!
