Case study:
Architecture
Selldorf Architects
Designing Flexibility: A New Digital Home for Selldorf Architects
Old constraints removed. A flexible, thoughtful space now mirrors their architectural vision.
At a Glance
Selldorf Architects, based in Manhattan’s Union Square, is internationally acclaimed for its thoughtful, timeless, and perceptive approach to architecture.
Firm:
Selldorf Architects
Headquarter:
New York City, NY
Industry:
Architecture
Number of employees:
50+
Website:
selldorf.comServices used:
Design & Usability
Development
WordPress Gutenberg
On-Site SEO
Accessibility
A Space That Restrained
Design and UI/UX
After eight years of service, the existing website no longer met the standards and expectations of a modern, high-performing web presence. For an architecture firm, it’s essential to present projects in the most compelling and visually accurate way. The old site lacked the flexibility to display various image formats and layouts without compromising design integrity—hindering the ability to tailor project pages to the unique character of each work.
Content Management System (CMS)
Additionally, the underlying Content Management System (CMS) was outdated and inflexible, making updates or new feature integrations time-consuming and inefficient.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) was another critical area in need of attention. The site was not optimized for current search algorithms, limiting its visibility and discoverability online.
Accessibility
Lastly, the website did not meet modern web accessibility standards. To ensure inclusivity and align with W3C recommendations, significant improvements were required to support users of all abilities.
Shaping a Digital Foundation
WordPress Gutenberg
To bring their website up to the level of their work, we partnered closely with Selldorf Architects to design a flexible, future-proof system using WordPress Gutenberg. The new site gives their team full control: they can now build beautifully consistent project pages using a library of layout blocks—tailored to match the unique demands of each project.
Design & Usability
We also gave the entire interface a refresh, making the site easier to navigate and a pleasure to browse—whether you’re on a phone, tablet, or desktop.
On-Site SEO
Under the hood, we rebuilt the site with clean, semantic code and integrated the right tools to help improve search engine performance. Since launch, the site has seen a noticeable jump in visibility and traffic.
Accessibility
Accessibility was another key focus. We tested the new site using industry-standard tools to make sure it meets modern accessibility guidelines—so everyone can enjoy the work, regardless of ability.
In the end, Selldorf Architects got exactly what they needed: a fast, elegant, and powerful website that does justice to their portfolio—and is already delivering results.
“We have been working with Alex and Oliver for close to 25 years, they designed our first website and a recent relaunch. They are great collaborators and excellent designers who understand our Architecture and aesthetic completely. They have developed a website that reflects the spirit of our work and our studio. OLEX is expert at providing a platform that is easy for us to maintain and update ourselves using the most advanced technical know-how.”
– Annabelle Selldorf, Selldorf Architects
Portfolio Highlights
Explore our recent collaborations with Selldorf Architects
An elegant open grid that lets diverse image formats coexist beautifully.
When less isn’t more—large-format imagery makes its mark.
From not-so-organized to a streamlined navigation system for quickly filtering projects.
Gutenberg-based custom blocks for intuitive editing.
Our Process
Our 12 Week Website Design & Build Process.
1. Discovery & Research:
Discovery phase, extensive research and competitor analysis to pin point all key requirements.
2. Design Direction & Prototyping:
Static prototype concepts and development of final HTML prototype.
3. Development:
We translated the custom design into a robust, responsive website using a modular Gutenberg-based system—ensuring smooth performance, easy editing, and long-term scalability.
4. Launch & Support:
Video tutorials on how to operate the CMS. SEO related tasks, long term website maintenance.
FAQ
Because we don’t do off-the-shelf solutions. Selldorf needed a partner who could listen, think critically, and build something as thoughtful as their architecture. We’re a small, senior-led team that takes communication seriously—and they appreciated our hands-on, collaborative approach from day one.
Balancing freedom with structure. Selldorf’s projects are incredibly diverse, so the website had to be flexible enough to adapt—without breaking. We designed a modular Gutenberg system that gives them total control, while still ensuring consistency and elegance throughout.
We treat websites like architecture. Structure, flow, material, light—good web design isn’t that different from spatial design. We bring that kind of thinking to every project, whether it’s a digital portfolio, an e-commerce shop, or a brand identity.
It was essential. Selldorf’s team was deeply involved, and that elevated everything—from how we told the story of their work to how the site behaves across devices. We believe great design happens when clients are part of the process, not separate from it.
A stronger digital ecosystem. Beyond design and development, we helped Selldorf improve SEO, speed, accessibility, and long-term maintainability. We also supported content strategy and system setup—so their team could keep things running without relying on us for every update.
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