From the brochure to the website: Why digital content behaves differently

Websites are not finished products. They are systems that continue to evolve

Effort and challenges with printed image brochures

We were tasked with designing an image brochure for a client. The work on it stretched over several months. Above all, the photo material caused delays. The specially organized photoshoots with staff members were laborious – both organizationally and content-wise.

The entire process requires a lot of coordination, because in the end every person depicted must be satisfied with the result. After all, this image will be used for years. On top of that, printing is expensive. You need a certain print run for the production to be worthwhile, and the brochure should remain in use for a long time. Mistakes can't be easily corrected later.

Since we predominantly work on web projects and only rarely take on print jobs, this process was somewhat unusual for us. In dynamic web projects, this problem is much less pronounced.

Why websites handle image assets more flexibly

A winter photo shoot with snow? Not ideal for a flyer – after all, you’ll see it in summer too. On a website this is far less critical. If the page goes live in winter, we first use winter images. In summer we shoot again and simply swap the pictures.

That is exactly why we do not see websites as a static product, but as a dynamic, living process. With the right planning, content can be adapted to new situations at any time.

We love seeing websites as dynamic, living processes that can develop in any desired direction — with appropriate planning.

A good website is not built once. It is built up – and then evolved.

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Erstveröffentlichung am 09.03.2026