Arcform

Arcform was a structural engineering practice with fifteen years of solid work behind them and a website that looked like a structural engineering practice. Technically competent, visually forgettable, organised primarily for procurement teams who needed to verify credentials rather than for architects who might actually want to collaborate.

The business problem was specific: Arcform's best and most interesting work came through architect referrals — projects where they were brought in at the concept stage and given genuine creative latitude. Their worst work — repetitive, low-margin, specification-heavy — came through procurement portals. The website was attracting exactly the wrong kind of client and doing nothing to attract the right one.