Forma Web Design
Website design and art direction for a commercial real estate developer — spatial storytelling that translates the experience of their properties into a digital presence.
The Brief
Forma Group develops mid-scale commercial properties with a strong point of view on what shared workspace can be. Their previous site treated their buildings like data entries. They wanted something that felt like walking in.
Process
The design direction came from a single constraint: every scroll interaction should feel like moving through space. That meant large-format photography, deliberate use of negative space, and a typographic system that slows the reader down rather than rushing them through content.
We art-directed a two-day photo shoot across three properties, specifying angles and lighting conditions that would work as both atmospheric hero images and detail crops. The resulting library gave the site a visual cohesion that stock photography never could.
The component system was built for handoff to their internal team, with a documented design system in Figma and clear editorial guidelines for adding new properties.
Outcome
Time on site increased by 64% in the first 90 days. Inbound inquiry quality improved — the team reports spending less time filtering leads because the site now pre-qualifies visitors effectively.
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