2motion — the whole brand, website and blog for industrial automation

Starting point

An engineering company has a harder job than a shop: it sells expertise, not a product you can photograph. The site has to convince a technical visitor within seconds that there are people on the other end who know what they're doing.

On top of that: the client often opens the site on a phone, on the shop floor, on a poor connection.

What we did

The brand first: the logo, the colour palette and business cards — 2motion started without an identity, so the website had nothing to stand on. Then a statically generated site where the HTML is ready before anyone arrives. Every subpage is prerendered, images are served in modern formats, and JavaScript only ships where it's actually needed.

The content architecture was decided before the visual design: we first established which subpage answers which query, so they wouldn't compete against each other in search results. Each of the six services has its own page, and the blog posts we co-write with 2motion answer the questions their clients arrive with from search — from palletising to integrating robots into an existing line.

What we learned

On a brand site, the decision with the biggest impact on the outcome isn't visible in the design — it's how much content actually gets written. A layout for eight paragraphs and a layout for two are two different projects, and that number is only known once someone sits down to write.