Building the future

XLAM

With construction touching nearly 40% of all global carbon emissions, the industry is ready for a new way of thinking.

Enter mass timber: a material that not only replaces steel and concrete but does so with a net-negative embodied carbon footprint. Leading the charge in Australia and New Zealand is XLAM, the force behind some of the Asia Pacific’s most groundbreaking sustainable buildings.

Ready for the next step in their evolution, XLAM enlisted us to bring their online presence up to speed—showcasing the bold thinking that defines every build.

Build like the world depends on it

While XLAM had blazed the trail for mass timber in Australia and New Zealand, their website lagged behind. It was static, graphics were subdued, and the copy spoke with barely a whisper—hardly fitting for a brand pioneering net-negative building materials. Collaborating with the Hyne Group marketing team, which oversees XLAM, we redesigned and developed a new site that cranked up the XLAM brand, showing the world what true innovation in sustainable construction looks like.

Changing perceptions

Despite XLAM’s leadership, one major hurdle remains: when people think of “timber” in construction, they picture framing, flooring, or small-scale builds. It’s hard to imagine multi-storey structures built entirely of mass timber—no concrete, no steel. To flip that mindset, we teamed up with RUCKUS to create a series of scroll-through animations that trace mass timber’s journey from seed to site, along with 3D renders that peel back the layers—revealing how XLAM’s products make these ambitious builds possible.

Welcoming interaction

Every corner of the new site invites exploration. From rollover details to interactive animations, each custom-developed feature pulls visitors deeper into the XLAM world. Big, full-width layouts and generous imagery give XLAM’s projects the spotlight—drawing attention to the awe-inspiring scale and ambition behind each structure. It’s a digital experience that captures XLAM’s commitment to redefining what’s achievable in sustainable construction—one step (and storey) at a time.