Founded by Gary Johnson and Lonnie Laffen in 1989, JLG Architects is known for their award-winning civic, commercial, healthcare, education, and sports projects. As an employee-owned business, JLG Architects has grown into one of MSN Money’s 50 Most Admired Companies in the U.S. by building communities that thrive and environments that inspire.
Over time, the primary JLG Architects website had become stagnant and no longer felt like an appropriate representation of their vibrant, respected brand. The site didn’t convey the firm’s personality, expertise, or culture, and the visuals on the site didn’t capture the beauty of their team’s portfolio. Compounding these issues, a separate studio-specific website was diluting SEO value while creating brand confusion for site visitors. In order to realign their site experience to the stature of their brand, JLG Architects needed a unified, revitalized website.
After completing a competitive brand positioning assessment, we started our website work by analyzing both of the websites belonging to JLG Architects. From this analysis, we developed a unified site architecture and content strategy that would reinforce the firm’s brand message. We also mapped out a migration plan to protect existing SEO value and user experience through the merger. From there, we set to work refreshing their brand’s look-and-feel through color palette and site style adjustments, and through page designs that brought large, immersive project photography to the forefront. Finally, we built front-door pages for each individual studio in order to improve SEO performance for regional and expertise-related keywords, and to support ongoing sales development efforts.
