Case Study - ASHOKAN ARCHITECTURE
& PLANNING, PLLC

(www.ashokanarchitecture.com)

THE CLIENT
Ashokan Architecture & Planning, PLLC is a full service architecture and interior design firm located in Stone Ridge, NY in the heart of the Hudson River Valley. The eleven member firm, headed by Peter Reynolds and Brad Will, brings state-of-the-art design and building technology to the practical challenges of getting good buildings completed on time and on budget. Ashokan Architecture’s 21st century aesthetic marries American vernacular forms and local traditions with a subtle and playful sophistication. They take pride in their emphasis on using sustainable materials that are energy efficient, non-toxic and regionally produced, and incorporate “green design options” into residential, office and institutional settings. Ashokan Architecture will soon open a second office in Kingston, NY to expand their focus on institutional clients such as Bard College (Annandale-on-Hudson), Kirkland Hotel (Kingston) and The Oakwood Friends School (Poughkeepsie).

THE CHALLENGE
Ashokan Architecture did not have a web site and desired one that would primarily be an effective marketing tool to showcase their work. Their primary business goal was to raise their professional profile to gain more success in institutional markets.

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THE O\W SOLUTION
Following consultation with Reynolds and Will, the O\W team determined a fairly simple web site would best serve the partners’ marketing and business goals. However, as is obvious on this elegantly designed site, simple need not mean ordinary.

“Macromedia Flash technology is a big part of this site,” says Ric Dragon, CEO of O\W. “It adds a level of credibility and interest that is simply impossible to achieve with static images. And, because Peter and Brad’s design aesthetic is clean, accessible and friendly, we designed a site with a look and feel that mirrored that sensibility.”

Pages feature rich color photographs of interior and exterior building views as well as architectural renderings and minimal text. An array of standard text-focused pages such as company history, mission statement, press releases and contact information are straightforward yet consistent with the overall sophistication of this site.

Ashokan Architecture edits some text independently using Macromedia Contribute, but has retained O\W to manage their “On The Boards” web pages. This section is a significant tool for Ashokan Architecture to display current works-in-progress.

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RESULT
Since its launch in October 2003, Ashokan Architecture’s site has become an invaluable marketing tool, establishing a higher level of professional integrity in their presentation materials. Brad Will reports he’s now updated the site a few times and “each time I do it, it gets more comfortable. We’ve had a good response from those that have visited the site, both consumers and professionals,” he adds. “Most find it intuitive to navigate, with informative and interesting content. And Oxclove has just set up tracking software so we can better measure its effectiveness and traffic.”

The new web site also produced ancillary benefits that Will anticipates will increase over time: the firm has cut some costs for messenger services and reduced the presentation time required in pitch meetings with potential clients. Now, their finest work is just a click away.

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