Project Tour : SERA Architects
Content governance for a digital library that keeps working.
SERA Architects is a storied firm with a lot to say. Leaders in their markets and services, and in the industry at large. Historically, though their story was hidden from their audiences on the website, a missed opportunity to share their capabilities.
The architecture firm had a content design challenge. How do you create an information architecture that flexes across so many topics and content types, within a seamless, design-forward system? How do you build that to always keep scaling with the firm?
To address this challenge, I created a modular content architecture with clear tagging and taxonomy standards at its foundation. The core content types of projects, team bios, and articles — was defined by a consistent set of attributes that determined where and how it could surface across the site. The taxonomy was a governance model, even more than an IA decision. It gave the SERA team a shared language for managing content, a clear framework for tagging new work as it was published, and a system for cross-populating landing pages dynamically without manual curation.
The result is a digital environment that functions the way SERA wanted. Like a library, the right content surfaces for the right audience at the right moment. Internally the team can maintain and grow without needing a strategist in the room.
What the governance layer made possible: SERA can publish a new project, tag it to the relevant practice areas, locations, and team members, and watch it surface automatically across every relevant page. The system scales with the firm and the content stays coherent without constant upkeep.
Skills: Content architecture · Taxonomy and governance design · Modular content systems · Sitemap and requirements · AEC industry expertise
SERA hero images immerse the audience in their talent and capabilities.
As audiences scroll the page, content blocks emerge in a floating load sequence meant to enchant a user into exploring more.
The SERA nav expresses the brand through shifting colors on load, with a content ticker to showcase the latest and greatest, becoming a resource for audiences as much as a sales tool.