danielmashkov.com
Bilingual portfolio site for an independent architectural practice — ACF-driven project case study pages, EN/HE routing via WPML, Cloudflare image delivery, and Yoast SEO structured data for international discovery.
Project Overview
Studio Orlan is a Tel Aviv architectural practice targeting EU and US remote clients whose only portfolio was a static PDF sent on request. Required a multi-page WordPress portfolio site with bilingual EN/HE routing, SEO-optimized architecture for international discovery, and a structured project intake workflow.
Client
Studio Orlan — independent architectural practice led by a Tel Aviv-based architect targeting EU and US remote clients
Problem Statement
Existing portfolio was a static PDF sent on request. No web presence for organic discovery, no project showcase to communicate design language, and no mechanism to convert international visitors into leads.
Project Scope
Multi-page portfolio site: project case study pages, bilingual (EN/HE), contact with project intake form, and SEO-optimized architecture for international discovery.
The Challenge
High-resolution design photography (12–20 MB per image) required a careful quality-versus-delivery-speed optimization pipeline. Client needed full CMS control post-handover to add projects independently. International SEO required EN/HE versions with correct hreflang and structured data. Portfolio browsing required an editorial layout system beyond standard WordPress theme capabilities.
- Design photography was high resolution (12–20 MB per image) — delivery speed vs. quality trade-off required careful optimization pipeline
- Client needed full CMS control to add new projects without developer involvement after handover
- International SEO required EN/HE versions with correct hreflang and structured data for architecture projects
- Portfolio browsing needed to feel editorial, not like a standard WordPress theme — custom layout system required
The Solution
Custom WordPress theme with ACF-driven project post type: concept brief, full-width image gallery, and services-delivered fields — all client-editable. WPML for bilingual EN/HE routing with correct hreflang tags. Cloudflare Image Resizing for responsive WebP delivery from high-res originals. CSS Grid masonry gallery with JS-free lightbox. Project intake form routing to email and Airtable.
Architecture
Custom WordPress theme with ACF-driven project post type. Each project has its own full-width case study page: concept brief, image gallery, and services delivered. Bilingual with WPML for EN/HE routing. WebP + Cloudflare for image delivery at quality.
Custom Logic
- ACF-powered project template: concept text, image gallery, services tags, and year fields — all client-editable
- Masonry gallery layout with lightbox — no JavaScript library; CSS Grid with JS-free lightbox for bundle efficiency
- Project intake contact form with service-type and budget-range fields routed to email + Airtable
Third-Party Integrations
- WPML for bilingual EN/HE routing with correct hreflang tags
- Cloudflare Image Resizing for responsive WebP delivery from high-res originals
- Yoast SEO for structured data (ArchitecturalFirm schema) and meta management
Business Impact
Organic discovery from EU and US markets established within 3 months of launch via English landing pages. Client self-manages all project additions with zero developer dependency post-handover. Image delivery maintains sub-2s mobile load time despite high-resolution originals. Project intake form replaced unstructured email inquiries with structured brief data.
750KB
Image Delivery Size (per photo)
10min
Time to Publish New Project
1.9s
Mobile Load Time
Key Performance Metrics
Image Delivery Size (per photo)-95% ↓
14,000KB
Before
750KB
After
Time to Publish New Project-98% ↓
480min
Before
10min
After
Mobile Load Time-79% ↓
9.2s
Before
1.9s
After
- Organic discovery from EU/US markets established within 3 months of launch via EN landing pages
- Client self-manages all project additions — zero developer dependency post-handover
- Image delivery at quality maintained sub-2s load time on mobile despite high-resolution originals
- Project intake form replaced unstructured email inquiries with structured brief data
“I can add a new project in 10 minutes and it looks perfect. Clients from London and New York find me through Google now.”
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Technology Stack
WordPressCustom ThemeACFWPMLCloudflareYoast SEOCSS GridWebP
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