Creative direction · Employer work, name withheld
Six plain pages, one editorial system
Pages called too basic, rebuilt to portfolio grade in a day without rewriting a word.
- Employer
- Name withheld
- Role
- Creative Director; page system design and build
- Scope
- Editorial page system, six About pages, homepage order
- Status
- Built, in preview, November 2026
A family-owned bison farm's new store had six About pages that were plain text under a title: its history, its story, the farm itself, two breed pages and livestock for sale. The brief was that each page should stand next to the best work in my portfolio. The words were the client's and had already been approved, so the lift had to come from design, not a rewrite. I designed one editorial page system and built all six pages on it in one working day.
Work by Will Mosley as Creative Director, during his employment. The employer and the farm are not named. All page wording is the client's, carried word for word; the farm's photography is credited to its photographer on the site and is not shown here. The site is built and in preview, not yet public.
01
Too basic is a design brief, not a writing brief.
The pages read as unfinished because every one was the same block of text under a title, not because the writing was weak. Rewriting would have reopened copy the client had already approved. So the rule for the day was simple: every word stays exactly as written, and the page around it does the work.
02
One system, six pages.
Instead of designing six pages, I designed one reusable page section with the parts a long read needs: a full photo opening, an introduction with three quick facts, alternating photo and text chapters in light, cream and dark tones, a four number stats panel, a full width quote over a photo, numbered fact cards, a photo strip, link cards, a jump bar and a closing call to action. Each page switches on only the parts its content can carry.
03
Each page gets the parts it needs.
The history page leans on the stats panel and numbered fact cards. The main About page becomes a set of link cards into each section. The livestock page gets a jump bar for each animal, tap to call buttons, a gallery for each breed and an inquiry form, so a buyer reading on a phone can ask about an animal without hunting for a contact page.
04
Lead with what people come for.
On the homepage, the slides were reordered so recipes lead, and the farm's own animal photographs went into the slides and into a tile that had no animal photo at all. The farm's photographer is credited wherever a photo appears. The site stays in preview until launch, so nothing here is presented as a result.
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