Clarify the offer
Help users quickly understand what the company does and where to go next.
PGS National Gallery cover
PGS National Gallery
Brand-led digital experience for a service company.
Overview
PGS needed its offer to be readable on the web: what the company does, for whom, and what to do next. Credibility was the second requirement, and on a website credibility is mostly structure: hierarchy that answers questions in the order visitors actually ask them.
Goals
Build credibility
Use structure and presentation to support trust in the service.
Create reusable patterns
Make the website easier to extend with coherent sections and components.
Components before pages
Components before pages
The site was designed as a set of reusable sections rather than finished pages. Less glamorous, and it means the tenth subpage looks like it belongs to the same site as the first, without a designer in the loop each time. The trade-off is fewer bespoke moments. For a company whose credibility lives in consistency, that's the right trade.
Communication
Communication
Content structured to reduce ambiguity and make the value proposition easy to scan.
Interface design
Interface design
Reusable layouts keep the experience coherent as sections get added.
Case study gallery
Case study gallery
Case study gallery