Flux thinking · Finnieston Crane · Web architecture
GOOD BONES. NO NONSENSE.
A crane on the Clyde has a few things to say about your website. Bear with me.
ONE SHAPE. INSTANT RECOGNITION.
Finnieston Crane doesn’t need a gradient logo and a strapline about innovation. Its shape does the talking. A strong upright, that long arm, the open structure. You spot it against the skyline and know where you are.
That’s the thing about an iconic silhouette: it still works when you take the decoration away. Try that with your brand. Remove the colour and the fancy effects. Is there anything left that feels like you?
SORT THE STRUCTURE FIRST.
Web architecture sounds terribly important. Mostly, it means putting things where people expect them and giving them a sensible route through. What do you do? Where’s the proof? How do I get in touch? Three reasonable questions. Not an escape room.
Before I get excited about the big type and the lovely pictures, I want the pages, navigation and content to make sense. A strong structure lets the creative bits do their job. A muddle underneath stays a muddle, even in a very nice font.
“A beautiful website with nowhere sensible to go is just an expensive dead end.”
LET THE IMPORTANT BIT STAND OUT.
Look at the photograph. The crane holds its shape while the sky supplies the drama. It doesn’t have to do both jobs. Your website can work the same way: clear navigation, a strong message, then imagery and colour with a bit of attitude.
And make the useful bits work on a phone. Nobody should have to pinch, squint or rotate their screen to contact you. Good bones. Clear routes. A bit of personality on top. Not complicated. Just considered.
WEBSITES
THAT GET
NOTICED.
Distinctive websites, thoughtful branding and SEO that helps people find you.
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