SMG website
Connected commerce, meet progressive coding.
An animated, tactile and delightful website to match the kinetic ambition of a brand identity we’d just transformed.
Sector
Professional Services
What we did
Discovery & Definition
- Digital strategy
- Consultation
- Audits
- Workshops
- Site architecture
Design Development
- Creative concepts
- Digital design, UI and UX
Delivery
- Front end development
- Motion design and video
- CMS training
- Installation
Context
With the new brand identity underway, SMG asked us to plan, design and build a new website to form the principal marketing piece for the company. The site needed to embody the innate movement and fluidity of the new brand identity, as well as delivering on key functional objectives to support the company’s incredible growth.
Solution
From the earliest strategy stages to final delivery, we made flexibility, movement and ease of use our core considerations. Code-driven SVG animations sit alongside fluid and adaptable typography, injecting moments of surprise and delight into clear and consistent content structures. We created a new home for the content of what were essentially three separate websites originally, while making sure it remained clearly differentiated and easy to find.
We're grateful for Baxter & Bailey's hard work and dedication to this project. It's been a pleasure working with them and the site looks brilliant. Here's to continuing to build on this!
Impact
The site was launched with fanfare at a high-profile industry event. It generated incredibly positive feedback and has continued to make its impact felt ever since. We delivered it with a deliberately phased approach, which has already seen several key top-level sections added since the initial launch – with more to come. And, as with all our builds, it’s scoring high across the board against industry website standards and Google's Lighthouse.
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Thank you guys...we did it!
Special Thanks
Special thanks to Emma, Gina, Mark, Dhiran and all the SMG crew involved.