CASE STUDY

Alexander, Krakow + Glick

Project type: website redesign
2019

Context / Challenges:

This firm wanted to completely rework the look and feel of their previous site. Being in the highly competitive Los Angeles market put them into a position where the site really needed to have a “WOW!” factor that was not there previously. But the firm was still very nervous and indecisive with the proposed new direction I wanted to take them.

Ultimately, what I decided to do was to set up a color-blocked smooth scroll homepage whose colors would then be pulled through to corresponding internal pages, giving the site a very clear through-line from front-to-back. The smooth scrolling effect also brought the site into trend for 2020 and beyond, allowing them to truly compete with the other high-end firms in the greater LA area.

When we presented the paneled, smooth-scroll homepage firm only had one request, which was to flip two of the color-blocked panels we’d set up in order to give more prominence to the theme of “employee justice” within the visual hierarchy.

Project Scope:

• Select a color palette that told a very clear visual story, aligning specific color to specific page types, thereby giving the pages a very clear through-line throughout the site
• Craft engaging layouts and navigation throughout the site that encourages end-users to interact with buttons and links
• Use the client-supplied images in an engaging way that visually supports the section and/or page’s content