A corporate website without the corporate stiffness
Kale is a corporate brand with a complicated story — multiple products, multiple audiences, multiple languages. We built a site that holds all of that without resorting to template-corporate.
- Multi-phase
- Elvin Sharifov + web team
- Website
- Live
Starting point
The brief was the usual: about, products, careers, news. The temptation was the usual too — drop into a corporate template and tick boxes. Kale's actual story has more shape than that, and the site had to carry it.
The danger with corporate sites is that the lazy version is everywhere and is recognised by everyone. The moment the visitor smells template, the brand loses two points before they read a word. We refused to play that game.
Decisions
- One narrative per audience — investors, customers, candidates each get a path that doesn't waste their time.
- News and careers as first-class surfaces, updated by the in-house team without our involvement.
- Multilingual content modelled into the CMS — every content type has language fields, not duplicated trees.
- Restraint over decoration — every visual choice earned its place.
Execution
Headless CMS, a small frontend, fast page loads. Performance budget enforced so the corporate site doesn't slow down as the company grows.
The CMS structure is what made the site sustainable: the in-house team can publish a careers post or news update without breaking the design system or asking us.
“The corporate template is the lazy option that everyone recognises. The minute the visitor smells it, the brand loses ground.”
— Elvin Sharifov
Result
- A site that lets multiple audiences find their thread quickly.
- News and careers managed by the team.
- Performance budget intact — page weight watched as features are added.
- The site reads as the brand, not as a corporate template — the original brief, delivered.