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AREA 17

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AREA 17
Index

The Technology Partnership

The space to invent

TTP is an independent technology company where scientists and engineers collaborate to invent, design and develop new products and technologies. TTP works across a broad spectrum of industries and creates breakthrough solutions that bring strong commercial value to clients and the benefits of technology to all.

Ever since its founding four decades ago, TTP has built a community of visionary scientists and engineers who can solve the problems others can’t. To reinforce their position as an industry leader and global innovator, TTP engaged Pentagram to redesign their brand and visual identity. Starting with this new audacious brand, AREA 17 designed and developed an experience to affirm the company’s position by enriching the aspects of TTP that drive their innovative spirits: people and humanity.

Since launch, engagement has increased significantly with 208% more page views, 54% more users, and an 89% increase in average session duration.

TTP is made with Twill, our open source CMS for Laravel.

ttp.com

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Building upon the vintage-futuristic visual identity developed by John Rushworth team at Pentagram, we created a bold, high-contrast digital design system that balances technical performance with high-impact graphic moments. Using Low-Quality Image Placeholders (LQIP), we were able to boost page speed with placeholder images inspired by the supersized pixel logo. Low-resolution images are immediately rendered as a colorful ensemble of jumbo-sized pixels that seamlessly transition to beautiful, high-resolution, color photography. 

We used a similar an approach on the homepage, where a splash-like preloader animates the oversized pixel glyphs of the logo until the website is fully loaded and then revealed in the background. Subtle interactions and system elements like these help to efficiently channel Rushworth’s visual concept into a fresh and singular user interface – while remaining highly functional and performant in the process.

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After a thorough audit of TTP’s project pipeline, we discovered that the website is a critical touchpoint of TTP’s brand; while TTP’s business leads tend to be identified through networking and recommendations, we learned that the site played a significant role in furthering the relationship after an initial meeting with potential partners.

For most business and technology consulting websites, case studies are the critical mean of demonstrating expertise and creating trust with a prospect. The confidentiality required by many of TTP’s projects, however, precluded a robust list of past projects. Therefore we architected a different approach: first, by pacing the content to guide the user through a narrative page about TTP’s perspectives and experience in their target industries and by diversifying the kinds of content that the site uses as proof points.

The new approach to storytelling empowered TTP to demonstrate its expertise through its own perspectives and to elevate specific, available case studies as evidence. Alongside the industry narratives and case studies, we worked with TTP’s team to expand their editorial content across all industries. By introducing a cross-disciplinary blog, the website gives the team a platform to elevate their collective voice through the insights and perspectives uncovered through their important work.

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TTP is a unique place to work. With a relatively flat structure, smart people are given the freedom to experiment, discover, and carve out their own professional destiny. Flourishing in this environment requires some key characteristics in a candidate. They must value impact over seniority, thrive under autonomy, and of course, have the fundamental skills and principles of their discipline.

The challenge is not for lack of applicants, but rather, qualified ones. Through our research, we found that while many people apply to TTP every day, very few of them actually visited any other parts of the site beyond the vacancy page. Simply put, the existing website wasn’t educating potential applicants about the company, its culture, and what it means to be qualified.

For some, having the full picture would make them question working at TTP. For others, understanding these central tenets would send them sprinting towards the company. By thinking of the entire website as a recruiting platform, we were able to ensure that a potential recruit is exposed to the information they need to self-select.

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By using Twill, our open source CMS for Laravel, we were able to build an intuitive admin panel that empowers the TTP team to manage content in a modular and visual way while staying consistent with the brand and visual design system. Now, TTP has the creative freedom to better craft their story, communicate their services, and channel their recruiting effort. 

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