Page (formerly Page Southerland Page)
Unifying 19 offices with 1 voice with for a new look, website, and strategy to help a 125-year-old firm look like the “Top 25 in the Nation” design practice that it is and provide clarity to the firm’s purpose and values.
My Role ART DIRECTOR + PHOTOGRAPHER + BRAND DESIGNER + VIDEOGRAPHER
Art Direction, Creative Direction, Photography, Video, Animation, Graphic Design, Presentation Design, Brand Strategy, Site Management, Content Management and Retouching.
Drove pre-production, execution, & post-production of visual content (photos, videos, animations and graphics) throughout the site and social media platforms to highlight Page’s multi-disciplinary practice. The use of my visual content ranged from staff bios to project detail pages to testimonials in the form of video interviews, sizzle reels, corporate photography, TV commercials, project photography, event documentation etc.
I also used the website redesign as an opportunity to refine the brand identity and department by:
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updated various brand guidelines
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built a creative asset library to streamline production
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created a departmental calendar to optimize scheduling
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made a ticketing system to improve communications & workflow
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led creative production workshops to help internal departments have a consistent brand voice moving forward
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proposed an in-house creative studio to generate revenue
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collaborated with Human Resources & department leaders to upgrade the onboarding experience for current & new staff and increase employee retention
Page’s website had become more of an internal catalog of decades worth of architecture projects than a marketing tool and it was impairing the firm’s ability to attract fresh, new talent. The old site focused on showcasing what Page did but it failed to serve their clients, potential hires, and even their own team.
In addition to the brand identity issues, the site’s architecture organized people by rank—effectively highlighting its lack of diversity. This was becoming a real recruiting challenge. Additionally, there was also an art direction problem: the unorganized variations of portraits made the firm looked more like lawyers than architects.
An integrated design firm
With the new site, the objective aimed to also reveal the why and how. To do this, the key was to express all content related to people, expertise and process to Page’s values: creativity, collaboration, and commitment.
Turning the Page
National recognition of the Page brand has increased by double digits and the firm has consistently risen in industry rankings. Today, Page's 16 offices are unified around an online brand and website experience that truly matches their ambitions.
