The Brief

The brief was to reposition WNY, presenting them inline with much larger engineering and contracting consultancies who would be more traditional go to firms.

The website needed to reinforce the projection of the company as a high value service deliverer, radiating professionalism, confidence and demonstrating WNY as both a market and thought leader. 

The Challenge

It would have been easy to overplay the big, sexy images of the incredible feats of engineering that WNY have been involved with. However, WNY’s core service is to help a client through the process of achieving these impressive results. The challenge here then was to avoid overuse of these images at the expense of detracting from the core message.

Due to the nature of how WNY operate and with a deadline coinciding with an important industry event, it was imperative that we ran an accelerated process.

Having seen websites from companies in a similar field, the client had a very specific idea of what they wanted. Therefore it was important to challenge this so that we were sure that we connected with WNY’s end user.

The Result

We obviously delivered on time… how could we not do this for a client who pride them selves on immovable deadlines?!

We also redefined the clients expectation of what they wanted, delivering something quite different.

We avoided the temptation to rely solely on big, impressive images of fully constructed buildings with the danger of the website visitor missing WNY’s core offering. Instead we’ve taken a narrative approach, overlaying and breaking up the imagery with typography, often on a back drop of bold, vibrant and attention grabbing blocks of colour, placed slightly “off grid”. This encourages the user to take on board the messaging as they scroll down the page and take time to understand what makes WNY different.

Overall we’ve delivered a visually engaging and compelling website, as well as a visual style that WNY can grow into and expand upon both off and online.

We could not recommend Liquid Light more highly. They took the time to understand us and provided enormously perceptive insights and the right level of challenge to achieve a result that we are absolutely delighted with. Faultless client service and an on time, on budget delivery are the headliners for us. Highly recommended.

Ben Price