Although some brands have a unique personality, the challenge lies in communicating that personality into unique and inspired applications.

An example of this is how a brand’s personality can evolve into a web presence. Often a point of differentiation can be a tagline or a positioning statement. But it also can manifest itself visually, and not just in the form of a color palette or typeface. The use of texture, shading, layering, architecture, language and naming coming together synergistically can give a website personality. It can provide the end-user (whether that be a casual browser, potential employee or potential client/customer) a sense for who you are, and why you do what you do.

The recently completed T.H. Marsh website showcases how we bring this approach to life.

The goal of this site was to create something that cemented the personality of T.H. Marsh. They are hard working. They are engaging. They love what they do. They are focused on their clients’ needs and the needs of the people who will be interacting with what they build. So it was appropriate to put a human face on the homepage and give it a sense of ruggedness and texture that adds life, and a feeling that the site is working just as hard as they do.

Because T.H. Marsh is expanding into other markets (the Northeast and the South) it was even more important to ensure that across any marketplace and any region, their website was distinctively and consistently T.H. Marsh.

An essential part of the site was to showcase the work they do. The solution was to give their premier projects a place to live on every page of the site. We branded this concept Marshland, and gave each page a small city made up of a showcase of construction projects. The interface provides an icon system that supports their brand service architecture and gives the user the ability to organize the portfolio based on category. Either by clicking the buildings or navigating to the portfolio section, the user can get photos and full details about each project.

Realizing that in the world of construction, web differentiation most commonly comes in the form of color rather than character, we set out to create a visual experience that sets T.H. Marsh apart from competitors in their marketplace. In the spirit of “Built Around You”, this site was built around them.

Visit the site here: www.thmarsh.com

Austin

December 14, 2009, 5:47pm   Comments