Work · 03/09 · Search & AEO · Web design
Search & AEOWeb design
Lifestyle brand · 2025
Structured web build
A deep visual archive with no structure underneath it, rebuilt as a semantic site.
The live-site recording lands here once the retainer clears its reporting window.
The brief
Years of photography, beautifully art-directed, and nothing a model could read. The archive was an asset the search stack could not use.
- 1.
Mapped the archive to a content model instead of a page tree.
- 2.
Built the front end against that model, structured data first.
- 3.
Handed over a CMS that cannot publish an unstructured page.
UX choices
The loop
Machine-readable
The visual footprint stayed; the structure underneath it became the product.