Amberg Loglay
A positioning workshop that kept going: through an information architecture, twenty-five wireframes, and out the other side into social.
The brief
Amberg Loglay plan and run the logistics of large construction sites, with software and consulting alongside. Technical work, sold to a mix of developers, investors, public bodies and contractors.
The old site said We Engineer Logistics in English, and organised itself the way the company was organised: who we are, what we do, technologies. Accurate, and no help to anyone trying to work out whether it was for them.
The logo stayed. Everything around it was open.
The workshop1 / 7
What this part didThe route
The route
Concept, prototyping, design, build, rollout. Agreed at the start so everyone knew which decisions belonged to which stage.
The sitemap
Every page of the site, mapped before a single screen was designed: services, sector pages, cases, the knowledge blog, and two separate client logins.
What it needed to do
Interactive infographics, a newsletter and blog, animation, video and audio, a client portal. Separated into what the site needed and what would be nice to have.
The navigation
One worked example of how the menu behaves, with a section open. The rest of the menu states were built the same way.
The framework
Four questions the brand had to answer, and the tensions running between them. Who we serve, what we offer, who we are, how we act.
The character
Where the brand sits against a set of opposing traits. Deciding this on a wheel is faster than arguing about adjectives.
The tone
How the brand behaves in language, and the positioning line that came out of the session and still leads the site today.
Who it is for
The workshop named three people the site had to serve: Bob the client-side developer, Paula the project manager, Ida the investor. Three jobs, three reasons to visit, one site.
That is why the live site opens by asking which of them you are. Answer, and it routes you at the right depth rather than making you guess. The personas are not a slide in a deck; they are the first interaction on the homepage.
The workshop also produced the line the company still leads with: smarte Baulogistik, smart construction logistics for the smart city. The old site sold engineering. The new one sells a position.
Every page, resolved
Twenty-fivewireframes.
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From structure to screen
Twenty-five pages, wireframed at full length before any of it was styled: services, sector pages, case studies, the knowledge blog, the client login. Every page, every state, desktop and mobile.
A developer Redact brought on built it. My job through that stage was art direction, making sure what got built matched what was designed and making the calls when reality pushed back.
Then the social creative, in the same visual language, so the channels and the site read as one brand rather than two.
Before and after
The site is live today at ambergloglay.com. The structure, the audience routing and the positioning line all came out of the workshop.
Before · archived 2021
“We Engineer Logistics”English-language, organised by company structure: Who we are, What we do, Technologies, Insights, References, News & Events.
A visitor had to already know what they wanted.
After · live today
“Visionäre für smarte Baulogistik”German-language, organised by what a visitor needs: Leistungen, Baustellenwissen, Cases, Branchen, plus a client login.
It opens by asking which sector you are from, then routes you.
The identity sheet
The last page of the workshop document: the positioning line, logo variations, and the primary and secondary palettes that the site was then built on.
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