The Challenge
Scalecraft Consulting, a cloud infrastructure and data platform specialist, came to What IF Web with no brand identity and no digital presence.
The main challenge was translating abstract concepts like "cloud infrastructure" and "data platforms" into a visual language that felt tangible and trustworthy. Most development companies rely on tired stock imagery, people at laptops and generic office photos. We needed to avoid those clichés entirely and create a brand that captured the craftsmanship of their engineering work.
After connecting through Webflow Experts, Scalecraft entrusted What IF Web to take them from zero to fully realised, covering strategy, branding, design, and development in one seamless process.
What We Did
Brand Strategy
Through brand discovery sessions and competitor research, we defined what Scalecraft stands for as builders first, not consultants. We focused on five core values that shaped every design and messaging decision:
- Builder mentality
- Engineering excellence
- Innovation
- Reliability
- Collaboration
This clarity informed a brand narrative and tone of voice that communicated authority while remaining approachable.
Research & Website Strategy
We conducted competitor research, created user personas, developed a strategic sitemap, and built low-fidelity wireframes to guide content creation with purpose.
Brand Identity Design
We crafted Scalecraft’s complete visual identity, including the logo, typography, colour palette, and brand guidelines. The logo features a geometric form inspired by an aircraft fin, a subtle nod to engineering and the precision found in aeronautical design. It represents momentum, scalability, and forward motion.
The green palette symbolises growth and scalability, drawing from nature to reflect how strong systems evolve over time. Earthy tones keep the brand grounded, while clean lines and Switzer typography give it a modern, confident feel that reflects Scalecraft’s technical focus and reliability.
Web Design
The design focuses on structure and motion, translating Scalecraft’s engineering mindset into an authentic website experience. Custom Lottie animations represent scalability and technical flow, making abstract infrastructure concepts tangible. The layout prioritises clarity with bold typography, strategic white space, and micro-interactions that guide visitors through Scalecraft's story.
Webflow Development
We built the site in Webflow with custom Lottie animations and a fully managed CMS, giving Scalecraft control over services and content updates without developer dependency.
The Result
Scalecraft Consulting now has a complete brand identity system: logo, color palette, typography, and brand guides - that captures their engineering-first mindset and ensures consistency across all future work.
The modern Webflow website uses custom Lottie animations to visualise scalability and precision in ways static imagery can't. The clean design system reflects technical authority while staying approachable to clients.
With a fully managed CMS, Scalecraft controls their content independently, updating services and managing their site without developer dependency. Unlike generic tech firms relying on stock imagery, Scalecraft's site uses geometry and motion to stand out.
Most importantly, Scalecraft now has a strong digital presence that confidently communicates what they do, positioning them to attract new opportunities and establish themselves as a trusted technology partner.
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