MachineryLink Website
MachineryLink is the leading company in combine leasing for the agricultural industry. We had successfully established a visual language for them in their print materials, so naturally we were asked to extend that look and feel online. Our first task was to establish an information hierarchy — to organize the large amounts of information in a way that always supports and reinforces their sales message. Once the architecture was in place, we wanted each page to be clean and simple. We used typography, large imagery, neutral color blocks and callouts to visually delineate sections on each page, while subtly incorporating the touches of the found textures and ornate frames from the print materials throughout.