ADFX
IDENTITY25+ YEARS
OF PROJECTSSUPPLIED
COPYPROJECT
IMAGERY
IDENTITY25+ YEARS
OF PROJECTSSUPPLIED
COPYPROJECT
IMAGERY
The ingredients existed. The connected publishing system did not.
CASE FILE / McGOVERN
Property stories,
one source.
More than 25 years of development history, a supplied identity and five project stories became one composed online portfolio.
- Client
- McGovern Developments
- Fit
- Website, portfolio model, content architecture
- Status
- Staged
- Identity
- Supplied by ADFX
BeforeIdentity, project history and content without an online home
AfterOne portfolio system for five development stories
THE WOBBLE
Plenty of history.
Nowhere to put it.
This was a new website, not a redesign. McGovern already had an established identity, supplied copy and a substantial project history. What it did not have was a structured online portfolio able to hold that history and accept the next development without another reinvention.
CONNECTED
PROJECT MODEL
PROJECT MODEL
HOMEINDEXDETAILFOOTERSITEMAPMETADATA
One project record can now feed every place that development appears.
THE FIT
Editorial outside.
Disciplined inside.
The site needed to feel established and architectural without becoming a static brochure. The connected project model gives the visible design a dependable structure underneath.
- FRICTION
Five development stories existed as individual pieces of supplied material.
FITTED INTERVENTIONA typed project model for narrative, years, location, category, outcomes and imagery.
RESULT05 PROJECT STORIES now share one structure without looking templated.
- FRICTION
A new project could have meant updating the same details in several places.
FITTED INTERVENTIONIndex, detail, footer, sitemap, metadata and structured data all read the same record.
RESULTOne connected project model feeds 08 CONTENT ROUTES.
- FRICTION
A supplied visual identity needed to become a coherent responsive system.
FITTED INTERVENTIONTypography, colour, spacing and component rules set directly in code.
RESULTA consistent interface from the homepage to every project detail.
HOW WE MADE IT
From concept
to connected system.
The making left a useful trail. Evidence from the project record shows the sequence from early direction through content modelling and source-checking.
- FRAME
Set the brief
Turn the supplied identity, copy and project history into a portfolio that can keep accepting new work.
- EXPLORE
Find the visual language
Use a static homepage concept to settle the editorial direction before building the full system.
- MODEL
Structure the portfolio
Define each development once, then let the routes and presentation assemble from that source.
- CHECK
Reconcile every claim
Source-check the staged copy against the client document and remove unsupported statements before release.
STAGED PROOF
A real system.
An honest status.
The build is staged and passing its release gate. Production cutover remains pending, so this record does not claim launch results, traffic or conversion uplift.
- 05
- Project stories in one typed dataset
- 08
- Content routes
- 01
- Connected project model
DECISION LEDGERWHY IT MATTERED
Work with the supplied identity
ADFX created the identity. The task was to translate it faithfully into a working web system, not claim it as Kilter’s.
Model the portfolio before styling every page
A clear content shape makes future developments an addition to the system, not a new mini-site.
Use direct director details
The final contact path favours clear email and phone access over an unnecessary standalone form.
HANDOVER
Ready for
the front door.
- CONTENT
- Five structured project records and supplied company story
- CONNECTED
- ROUTES
- Homepage, about, project index and five detail pages
- BUILT
- CONTACT
- Direct details for two directors
- CLEAR
- CUTOVER
- Metadata, sitemap, headers and staging noindex prepared
- PENDING
