Paragon Architects Website

Nicework was commissioned to create a website for one of the top commercial architecture firms in South Africa, Paragon Architects. They wanted a website that would showcase their portfolio and express their progressive architectural approach. Nicework created a minimalist website layout to balance high levels of content and imagery. The design, which reflects the pared down corporate identity of the company, brings Paragon projects to the fore and ensures good usability. Nicework also installed a content management system to allow the client to frequently update content independently. This enterprise level website promotes Paragon Architect's high level profile as a thought leader in their field and increases their online presence. Overall we made our client really happy, which is always our ultimate goal.

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Client: Paragon Group

Established in 1997 by Anthony Orelowitz and Henning Rasmuss, Paragon Architects forms the core of the diverse Paragon Group. Other companies in the group offer niche skills covering all aspects of architecture and design.

Paragon Architects specialises in commercial design, sports, leisure, education and retail projects. With thirteen years of experience and an extensive portfolio, Paragon Architects has earned their title as one of the top architectural firms in South Africa. 

Services:

Web Strategy, Usability consultation, Interface Design, Web Development, Content Strategy, Copywriting

Discovery:

Paragon Architects wanted to create a new website to showcase a large number of projects and to cement their newly re-designed branding. Nicework was contacted to create their new website, with a tandem goal of increasing Paragons' online profile. After intensive research with key Paragon stakeholders a well-rounded understanding of their business case and their key users was established. Extensive prototyping and user research ensured a clear and appropriate web strategy. Basically, we did our homework.

Brief:

To design and develop a new website for the Paragon Group with the following features:

• A clean minimal design that reflects the new brand identity of the Paragon Group
• An online interface that balances high levels of content and imagery
• Good usability
• A user-friendly content management system
• Content and design that appeals to Paragon's target audiences
• A website that would exceed other architectural sites in the same class

Challenge:

A significant task in the execution of the project, beyond the usual hiccups when getting a website online, was creating a dynamic online interface that would remain uncluttered despite the large amount of content and visual information on it.

Tackling the Brief:

From the research in the discovery process, three star personas were established that embody the main target groups that Paragon would like to attract through their website:

• Middle aged, male, property developers (potential clients)
• Architectural students (potential employees)
• Fellow architects (peers)

A clear information structure and project inventory was established with the online goals in mind. With the content supplied by Paragon Architects, all information was collated and edited to suit a web format.

Drawing cues from the Paragon rebrand, the web design is minimalist in look and feel using large areas of white space and simple sans serif typography rendered in grey. The stark, clean format accentuates the impressive portfolio of Paragon Architects.

The website was built from standard compliant html and CSS. Wordpress was used as a content management system for its good usability and SEO. Custom coded plugins extended the systems functionality to meet the website's complex requirements.

Result:

• A web design dictated by user research not design ego
• A sophisticated online platform to showcase Paragon Architect's extensive portfolio of work
• An enterprise level website that retains Paragon Architects high-level corporate profile as a thought leader in their field
• A website that can be easily used and updated by the client
• Increased SEO and a spike in inbound traffic to the Paragon website
• Increased online presence
• A strong call to action to potential clients and employees of Paragon Architects