Joseph Parsons




Give APG an online identity that matches the quality of their portfolio.

My Involvement

Brand strategy    Copywriting    UX/U    Art Direction


APG is an architects practice with a large portfolio of work covering a range of different sectors. This site needed to be driven by their work but also introduced a new direction to their brand.


Based on data collected, the two core user profiles for this project were young architects looking for inspiration and perhaps most importantly property developers. This website needed to show off APG’s broad portfolio of projects in various different sectors.


“We believe architecture and the environment should work seamlessly together.” This statement was the core vision behind the user experience and interface of the site. Inspired by their portfolio and flagship projects; there was a strong presence of asymmetry. This influenced the grid that structured the content of the site.

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