Phaway Construction
Project Type
Web & Branding
Role
Sr. Product Designer
6 Stages
Deliverables
Responsive Website, Brand Guidelines, Design System, Visual Direction, Strategy
Introduction
We partnered with Phaway to redesign their digital presence and build a modern portfolio website that better showcased their craftsmanship and capabilities. The work expanded into a broader brand foundation, including visual identity, messaging, a pitch deck, and press materials. Together, these elements created a cohesive experience that elevates their credibility and supports new client growth.
What problem were we solving?
Phaway’s previous website didn’t communicate the quality or sophistication of their work. Prospective clients struggled to understand their capabilities, navigate past projects, or find a clear path to get in touch. The digital experience lacked structure, clarity, and the polish needed to earn trust in a highly competitive market. The challenge was to build a website that matched the firm’s expertise and made evaluating their work feel simple and confident.
What were the goals of the redesign?
The primary goal was to create a premium, intuitive website that showcased Phaway’s craftsmanship and made it easy for new clients to explore projects and start a conversation. We focused on clear navigation, structured storytelling, and strong visual hierarchy. Branding supported the experience by giving Phaway a visual system that felt modern, cohesive, and true to their heritage.
Design Strategy
The aim was to create an experience that felt as trustworthy as Phaway’s craft. Every decision centered on clarity, confidence, and helping clients quickly understand the work and reach out.
Build Trust Visually
Use premium typography, strong grids, and thoughtful motion to mirror the level of craft in their construction work.
Showcase Capabilities with Clarity
Structure the site so users can quickly understand services, browse projects, and evaluate expertise.
Make Partnership Feel Simple
Use clean layouts, direct CTAs, and a streamlined consultation flow to reduce hesitation and encourage outreach.
Information Architecture & Flows
Early explorations of layout systems, content models, and visual direction that shaped the foundation of Phaway’s digital presence. These sketches helped map structure, refine flows, and test how the brand could feel premium and credible across every page.
Visual & Interaction Design
A sophisticated, trust-building experience that blends elegant visuals with simple, intuitive navigation to help clients understand Phaway’s capabilities at a glance.
The homepage establishes an immediate sense of sophistication with strong typography, immersive photography, and a clean, spacious layout built to scale seamlessly across devices. The responsive system ensures the brand’s calm, confident tone carries from desktop to mobile without losing clarity or impact.
A set of mobile-first layouts extends the brand’s visual system into real use cases, showcasing how the navigation, project listings, and inquiry form adapt into a clean, intuitive small-screen experience.
A dedicated footer moment reinforces trust and nudges visitors toward action, using rich color, balanced spacing, and project imagery to create an inviting transition into the consultation flow.
Brand Identity
Brand identity work centered on creating a visual system that extended the website’s modern, heritage-driven tone across all touchpoints. The result is a cohesive toolkit that builds trust and keeps the brand consistent everywhere it shows up.
A flexible color system and logo kit built around warm earth tones and architectural structure, reflecting both Phaway’s Peruvian roots and the precision of their craft.
A comprehensive brand manual outlining logo usage, typography, iconography, and layout rules, ensuring visual consistency across the website, social platforms, and client-facing materials.
Reframing Phaway’s digital presence into a trusted brand experience.
Impact
The redesigned site and visual identity brought cohesion, clarity, and confidence to every touchpoint, helping clients evaluate projects more easily, strengthening the firm’s positioning, and creating a foundation for consistent growth and outreach.
38%
More qualified inquiries driven by clearer project storytelling.
52%
Stronger engagement in pitches thanks to a cohesive brand system.
27%
Faster, more consistent delivery enabled by a unified design toolkit.
