Project Tour: FGMA Architects
A content framework for a multi-dimensional firm — with no hierarchy.
FGM Architects operates across industries, services, and geographies simultaneously. Healthcare, education, civic, commercial each have its own audience, its own vocabulary, and its own portfolio of work. As a unified brand, though the challenge was in telling each story as part of a whole, with no priority over one vertical or another.
The governance challenge was neutrality at scale: how do you build a content system that gives every market segment its own voice and landing experience, while maintaining a coherent firm-level identity and ensuring no sector is prioritized over another.
I designed a content framework built around three parallel structures:
Industry
Service
Location
Each capable of telling a targeted, audience-specific story, none structurally elevated above the others. The framework included explicit standards for visual hierarchy across segment pages, so that the balance persisted throughout the UI in addition to the IA.
The project portfolio became the unifying representation of FGMA as an entire firm. Filtering through a multi-dimensional taxonomy allowed projects to be tagged across industry, service type, scale, and location simultaneously, enabling users to discover work in ways that matched how they actually think about their needs. Content modules for project pages were standardized into a kit-of-parts, flexible enough for each project to tell its own story and consistent enough to maintain quality across hundreds of entries as the firm grows.
AI was employed to scale metadata copy across the site, ensuring every page reached relevant audiences through search while also meeting accessibility standards — a governance decision that made quality consistent without requiring manual effort for each new addition.
What the governance layer made possible: The FGMA team can add a new project, service line, or market segment and the framework accommodates it without rebuilding, inconsistency, or one part of the firm inadvertently overshadowing another. The content system grows with the firm's ambitions.
Skills: Content framework design · Multi-dimensional taxonomy · Governance standards · Information architecture · AI-assisted metadata · AEC industry expertise
Homepage hero creates a dynamic experience of floating projects, so that users engage with the scroll and see a diverse set of industry offerings.
Project filters are multi-dimensional engagement tools that enable users to select into their preferred view while seeing the breadth and depth of capabilities
Navigation shows broad multi-product offerings in clean, visual experience.