Phaway Construction
Connecting brand, website, and sales materials for a woman-led construction firm, helping prospective clients evaluate its work and begin a project.
Phaway's website needed to help prospective clients assess the firm's work and start a conversation. Its existing presentation didn't reflect the quality or range of its residential and commercial projects.
I led the website design and development, partnering with brand designer Jessie Laura on the creative direction. We built a cohesive identity and digital experience for the woman-led firm, drawing on its Peruvian roots and more than 15 years of construction experience.
Role & Impact
Led website design and development, partnering on the brand direction and carrying it across digital and sales materials.
- Visual Direction
- Defined typography, grids, imagery, and motion around the quality of the firm's work.
- Project Discovery
- Structured the site so visitors could quickly understand services, browse projects, and gauge expertise.
- Consultation Flow
- Used clean layouts, direct CTAs, and a streamlined consultation flow to reduce hesitation and invite outreach.
- Shared Identity
- Rebuilt the brand identity into one documented system — logo, palette, and type — carried across site, deck, and press.
A coherent path from portfolio to consultation
The site centered on three needs: establish a distinctive identity, make the firm's capabilities easy to evaluate, and give prospective clients a clear path to consultation.
A distinctive, reusable identity
We developed warm earth tones and architectural motifs drawn from the founder's Peruvian heritage, paired with structured typography and project photography. I carried the identity into the site, while a shared brand manual kept the website, pitch deck, and press materials consistent.
Making the project range navigable
The portfolio needed to show residential and commercial work without obscuring either. Categories and filters let visitors find relevant projects while retaining the firm's full range, including the indoor/outdoor dining-space transformation for Super Duper Burgers.
Make starting a project feel simple
I gave Book Consultation a dedicated page and a clear place in the journey. It added a step, but provided a focused space to begin an inquiry after reviewing the firm's work and services.
Impact
Reported outcomes across the website, pitch materials, and brand production workflow following the redesign.
A consistent foundation for the business
The project connected brand expression with the practical work of choosing a construction partner. A shared identity, relevant project evidence, and a clear consultation path gave the firm a consistent way to present itself across digital and sales materials.
“Working with Anthony was the most rewarding experience. He understood Phaway's vision and captured it perfectly.”
Phaway Construction case study