Shamad Groups
An interactive business site for a multi-division engineering conglomerate — where scroll is the storyteller and every division reveals itself in motion.
The brief
A brochure site wouldn't do the company justice.
Engineering conglomerates usually get the static brochure treatment — PDFs of divisions, a grid of services, a contact form. Shamad wanted something that matched the ambition of the business itself: a site visitors remember, and one that holds up alongside international competitors.
We built a site where scroll itself becomes a walkthrough of the company — each division fades in, animates into place, and hands off to the next. The result feels less like browsing pages and more like watching a short film about what the group actually does.
What we delivered
An interactive layer, built right
- Scroll-driven hero and section reveals powered by GSAP and Lenis.
- Multi-division service showcase with a motion signature per vertical.
- Server-rendered content layer for SEO, animated progressively on top.
- Reduced-motion and touch-device fallbacks that keep the story intact.
Challenges
What we had to solve for
01
Multi-division storytelling
Four distinct business verticals had to share one narrative without blurring into each other.
02
Motion vs. SEO
Scroll-driven experiences usually trade away crawlability. We needed both — rich motion and a site Google can index properly.
03
Performance under motion
GSAP timelines and scroll effects can tank mobile performance fast. The site had to stay smooth on mid-range phones.
Our approach
How we got there
01
A motion signature per division
Each vertical gets its own reveal language — so scrolling through the site feels like walking through distinct rooms of one company.
02
Server-rendered content, client-animated
Content is rendered on the server for SEO; motion is layered on top progressively — so search engines see the full story and users see it animated.
03
Lenis smooth scroll with reduced-motion fallback
GSAP + Lenis power the motion on capable devices; reduced-motion users and search crawlers get a clean static experience.
In motion
Scroll-driven storytelling
A walkthrough of the interactive experience — scroll transitions, section reveals, and the motion language we built for each division.
Interactive walkthrough
Video coming soon — or visit the live site above
Results
What changed for the business
01
Pitch-meeting material
The team now shares the site link in stakeholder and investor meetings — it became a sales asset.
02
Perception shift
Stakeholders describe the group as modern and digital-first — aligning with the firm's engineering ambitions.
03
Higher time-on-page
Visitors read further down the site than they did on the prior static version — scroll-driven storytelling holds attention.
Client testimonial
“We wanted something far from a static brochure site — and they delivered exactly that. The scroll experience does the selling for us in stakeholder meetings. People remember it.”
Shamad Groups
Engineering conglomerate
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Dubai · Creative Agency
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