Asymmetric uses a standardized narrative structure for client case studies on websites. This format replaced an earlier icon-based approach after the icons were found to be inconsistent across projects and poor at conveying a compelling story — particularly when a single project involved multiple service types.
The core insight: short narrative blurbs in a consistent structure are more readable and persuasive than icon grids, and they scale uniformly across any project type.
Each case study should follow this three-part flow:
Optional supporting fields (included where available, but not required on every entry):
Note: Consistency matters more than completeness. If a field isn't available for a given project, omit it rather than leaving it blank or fabricating it.
The icon-based format was originally used to give visitors a quick visual summary of project specs (duration, square footage, roof type, etc.). In practice it created two problems:
The narrative format solves both: every entry has the same three sections regardless of project type, and the prose naturally accommodates complexity without requiring a rigid schema.
The Problem/Solution arc tells the story; the testimonial closes it with social proof. Placing it as the third element — after the reader understands what was done — gives the quote context and makes it more credible than a standalone pull-quote.
SBS/WI (Seamless Marketing engagement, Feb 2026): The existing case study pages used icon grids that became confusing on projects with multiple coating types. After reviewing the layout in development, the team agreed to drop icons entirely and adopt the Problem/Solution/Testimonial structure. Brandon Aman (SBS/WI) committed to populating the template for one completed winter project plus four additional projects. Melissa Cusumano committed to delivering the template document and a screen-captured mock-up showing the expected content flow.