Practice
Web
Scope
UX; Visual Design; Framer Build; CMS; SEO
Year
Client
Arcform
Link
Arcform
Brand site for a structural engineering firm.
Arcform was a structural engineering practice with fifteen years of solid work behind them and a website that looked like a structural engineering practice. Technically competent, visually forgettable, organised primarily for procurement teams who needed to verify credentials rather than for architects who might actually want to collaborate.
The business problem was specific: Arcform's best and most interesting work came through architect referrals — projects where they were brought in at the concept stage and given genuine creative latitude. Their worst work — repetitive, low-margin, specification-heavy — came through procurement portals. The website was attracting exactly the wrong kind of client and doing nothing to attract the right one.
The problem
Arcform’s site avoided the common engineering pitfall of listing services instead of values. Technical competence is assumed; attitude is the differentiator. The design challenge was to show Arcform’s intellectual engagement with structural ideas — the point where engineering and architecture converge — so architects could recognize and value that depth.
The design
Arcform’s rebuild shifted the site from listing services to showing structural thinking. The new architecture led with projects, each case study rewritten to foreground the engineering problem rather than the client name. Visuals borrowed from architecture portfolios: imagery given scale, technical details treated as design elements, a restrained palette. Copy was crafted with the founding director so every page read like the start of a conversation.
The outcome
Arcform’s site doubled referrals and shifted conversations: architects arrived aligned, not needing persuasion. A brand as filter attracts the right leads, just as Strata’s conversions and Halcyon’s waitlist showed. For your Framer store, templates could pre‑qualify audiences by making stance legible. Want a comparative map of how each case solved credibility and conversion?
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