Responses by PAVLOV
Background: Our client, SIMFLO, is a premier water pump manufacturer for the agricultural, industrial and municipal industries. The website displays how SIMFLO sees water differently from its competitors and is a radical departure from the sea of sameness that dominates this industry. The perfectionist craftsmanship and personal care that SIMFLO extends to clients permeates through the details of the website with the goal of attracting attention to build further customer partnerships.
Highlights: The interactive, three-dimensional representation of physical elements of water, dirt, oil, engineers and pumps makes users forget the experience is on a flat screen. The website literally flows with water movement as users scrolls down the page, and the carefully designed collage effect, coupled with powerful, industrial photography by Dallas-based photographer Tadd Myers, portrays the gritty, authentic and honest nature of the business.
Challenges: Crafting the precise copy and images to best represent SIMFLO, explaining the hierarchy of products and executing the design vision required rounds of iterations to perfect. All parties are completely pleased; the time and effort taken makes the result that much better.
Favorite details: The collaborative effort between our creative team, our photographer and our client who was willing to go against the flow to produce an experience that tells a story through art and language to capture the essence of what SIMFLO and the industry is all about.
Navigational structure: We referenced Google Analytics to determine top-visited pages, consolidating them into fewer pages and expanding content in key areas, such as for the products and the performance benefits. The slide-out menu is tucked in cleanly to flow out when needed. Some pages scroll up and down and others left to right, providing some variety around the content for each section. Related links are featured to encourage users to explore other sections of the website.