Case study · Trades & construction

Figurehead: reflecting superior quality.

After a rebrand by our sister agency Bellman, Figurehead needed a website that gave its commercial, industrial and residential projects, and the people behind them, the same quality the new identity promised.

Sector: Trades & construction
Service: Website design and development
Channels: Website

Website projectDigital experience

The challenge

What needed to change.

Figurehead is a Melbourne based construction company working across commercial, industrial and residential projects. Its work is grounded in quality, deep relationships and solutions designed to endure, and its reputation has been built project by project over many years.

The business had just been through a rebrand. During the discovery phase, Bellman, our sister agency, transformed the Figurehead brand and delivered a rebrand and style guide. The website was the next place that identity needed to live.

With a fierce new brand in place, Figurehead needed a website that could give its construction projects and its people the same prominence. The existing website did not do that. The new website needed to communicate who Figurehead is to the market through a digital experience that reflected the new identity rather than the old one.

Approach

How the work took shape.

The website was designed as part of a broader effort to re-communicate Figurehead to the marketplace, with the new brand providing the foundation for the whole experience. That meant the style guide came first and every design decision was checked against it.

We chose a custom corporate website rather than a template, because the projects and the people behind them needed to be presented in a way that a standard layout could not offer.

We developed the wireframes and UX design for the website, shaping the work to reflect Figurehead’s new identity while creating a clear way to present the company, its people and its projects. Each of those three had its own place in the structure, so a visitor could move from a completed project to the team who delivered it without losing their way.

The shift

The new brand set the standard, and the website had to give projects and people that same prominence.

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The work

The work, up close.

The website UX carries the new brand identity into the digital experience. Projects are presented with the prominence the quality of the work deserves, the people who deliver them are visible rather than hidden behind a contact form, and the design language across desktop and mobile matches the rebrand and style guide Bellman delivered, so the market meets one consistent Figurehead wherever it looks.

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