WalterFedy: Crafting a website that communicates how they’re shaping the future of our communities

Project background

WalterFedy, a distinguished Canadian multi-disciplinary design firm with over 70 years of experience, is renowned for its innovative solutions in architecture, engineering, and construction. With offices in Kitchener, Hamilton, Toronto, and Calgary, the firm is deeply rooted in the communities it serves, enhancing them through sustainable design and creative problem-solving. 

While they had an impressive portfolio of work and an excellent reputation, there was a disconnect between their work and how they presented themselves online. So Stryve was enlisted to create a website that would accurately reflect their dedication to people-first design, highlight their innovative projects, and reinforce their position as a leader in sustainable practices within the architecture and engineering industry. 

The challenge

The team at WalterFedy faced a critical challenge: their website was failing to effectively communicate their value proposition. This core issue manifested in multiple ways, significantly impacting the firm’s online presence and business growth.

The existing website’s outdated design and poor user experience failed to showcase WalterFedy’s impressive portfolio and the true scale of their operations. As a result, potential clients struggled to grasp the full extent of the firm’s expertise and problem-solving capabilities. This lack of compelling visual representation and clear messaging made it difficult for WalterFedy to differentiate themselves in a competitive market. The inability to articulate their value extended beyond client acquisition, directly affecting talent recruitment efforts. The website’s shortcomings in reflecting WalterFedy’s people-first culture and commitment to employee satisfaction made it challenging to attract top talent in an industry where skilled professionals are in high demand. 

These interconnected challenges underscored the urgent need for a website redesign. WalterFedy required a modern, visually impressive website that could effectively communicate their value, showcase their work, support recruitment efforts, and drive business growth. 

The approach

The WalterFedy team recognized the need for their website to better communicate the unique value they bring to clients. They wanted to go beyond simply listing what they do, and instead showcase how their team’s diverse expertise helps clients achieve their goals. This was done in two key ways: projects and insights.  

The company’s strength lies in its cross-functional approach, with in-house architects, engineers, and designers working together to tackle complex challenges. This collaborative problem-solving method is a key differentiator for WalterFedy, and they wanted to make sure it shone through on the new website.  

To really drive this point home, we decided to highlight their multidisciplinary approach in their Project Profiles. Each profile now clearly displays the work, the visuals, and the various skills and services used, giving visitors a concrete example of how WalterFedy’s different teams can work together seamlessly. This approach not only demonstrates the company’s capabilities but also helps potential clients envision how WalterFedy’s integrated services could benefit their own projects. 

Additionally, we refreshed their Insights page making it easier than ever to filter and find thought leadership and engaging content that aligned  

Attracting talent

When recruiting talent, prospective employees need to be able to picture themselves working at the company. Often used as a first step in the vetting process, people should be able to come to the website and clearly understand who WalterFedy is, what they stand for, and the benefits that come along with working for them. 

To do this, we:  

• Reduced and simplified the site’s highly technical copy to enhance accessibility and understanding for all audiences. 

• Took a people-first approach using culture photos and employee spotlights to help humanize the brand and spotlight their talented team.  

• Highlighted the company’s shared mission and vision for a better world through sustainability, DEI, and community involvement. 

• Highlighted key employee benefits such as flexible working locations and employee growth opportunities

Elevating the design and user experience 

Our goal was to create a clean, modern, and user-friendly experience that reflects the company’s values and expertise in architecture and engineering. The homepage features a minimalist design with a full-width layout, maximizing space and fostering a sense of openness. The straightforward navigation allows users to easily access key sections, ensuring they can find the information they need without hassle. 

We selected a sophisticated color palette that combines the WalterFedy red with warm grays, and crisp whites. For typography, we opted for a modern sans-serif font family that is both legible and visually appealing. Bold headers guide the user’s eye through the content, while comfortably sized body text ensures readability across devices. 

Imagery plays a crucial role in our design; high-quality, full-width images showcase WalterFedy’s impressive projects alongside candid shots of their dedicated team. This combination humanizes the brand and highlights their expertise. The homepage is thoughtfully structured to emphasize what they do, who they are, and their latest work and insights, allowing visitors to quickly grasp the essence of WalterFedy’s offerings. 

To ensure a seamless experience across all devices, we implemented a fully responsive design. Utilizing a flexible grid system and scalable elements maintains the integrity of the design at any screen size. By integrating these components harmoniously, we’ve crafted a website that not only looks professional but also effectively communicates WalterFedy’s commitment to enhancing the world through innovative design solutions. This format provides an engaging narrative while maintaining clarity and professionalism. 

The results

The launch of the new WalterFedy website presented a sense of relief. When we started out, the WalterFedy team craved visual storytelling, a more engaging online experience that highlights their capabilities, celebrates their successes, and ultimately attracts more clients. Together, we delivered.  

Here’s what Katie McQuaid, Marketing and Business Development Team Lead at WalterFedy, had to say about the end product: 

“Our new website perfectly captures the essence of WalterFedy. It’s not just about showcasing our projects; it’s about demonstrating how we’re shaping the future of our communities.”

Katie McQuad, Marketing and Business Development Team Lead  

If you’re looking to transform your online presence, give us a shout!