background

Srijan is a respected technology company with deep engineering and development capabilities. It has been in the business for 15 years, building content management system frameworks focussing on Drupal, an established, open source technology.

The new website development and design was part of a wide repositioning exercise for Srijan.

problem

Srijan’s website struggled to reflect its creative and consultative capabilities — weighed down by project focused, text heavy landing pages.

Technical vernacular aimed at the CTO further obfuscated its value as a business partner — it did not appeal to the CEO. The crowded, deep stack interface pushed back its core message.

strategy

Srijan’s goal is to underscore its consultative capabilities and be seen as a creative leader with a sharp business perspective

If the website could speak to and interest the CEO by discussing her business, its results and how they connect with technology, this problem would be solved.  The conversation would move from the CEO to the CTO, not vice versa.

The aim should be to rescue the underlying promise of Srijan by scraping off all the layers of technical detail that it is full of. It would then be a consultative company, not one focussed on efficiency (the speed and cost of execution).

content design

We adopted a three pronged approach to redesign Srijan’s content — first was to lead with Srijan’s successful projects to establish its image as a capable organisation.

Second, to eliminate descriptive tutorial style pages which were encumbering the overall narrative.

The third point was to center the conversation around business level benefits as opposed to the earlier focus on technical conversations.

The new, categorised content reflects higher-order thinking skills — a core Srijan capability — courtesy its experience, bandwidth and people.

visual design

The visual design follows Srijan’s new design language.

The language derives itself from the infinitely extensible Srijan logo; giving it a minimal, yet expressive vocabulary of bold circles and thin lines. This economy of elements and gestures eliminates fluff and turns the spotlight on Srijan’s expertise.

The style is collegial, contemporary and non-technical. The focused design is  lively and monochromatic — brings out the beauty and creativity in engineering — giving the website a hip, inviting ambience.

impact

Srijan’s website is a component of its new avatar, one which stresses on business level benefits and projects Srijan as a thoughtful partner. It places Srijan at the upper end of the development firm spectrum — a position with major financial and growth prospects.