Jabali Mining Services

Overview

Jabali Mining Services provides contract mining and mineral processing across southern and central Africa. Jabali is Swahili for rock, outcrop, crag — strong as rock — and the company's positioning follows directly from it: mining experts that put back more than they extract. The brief was to build a site that carried that weight. Mining company websites default to a particular kind of dull. Jabali had the opposite problem — a genuinely impressive physical operation, world-class drone and on-site photography, and machinery at a scale most visitors have never stood next to. The job was to get that scale onto the screen.

Our Approach

I designed the site around the physical reality of the operation rather than around a services taxonomy. The homepage opens on blast footage — a live detonation on the mine face — which sets the register for everything below it: heavy, controlled, expert work at scale. The services section pairs each capability with its own site photography and runs a sticky index down the left-hand side, so the visitor scrolls through the operation the way you'd walk it — men, machines and process in sequence — rather than clicking through a menu of abstractions. The brand meaning does structural work rather than decorative work: the Swahili derivation gets its own moment on the page, with pronunciation and translation, so the name becomes a positioning statement. The sustainability commitment is handled the same way — 'put back more than we extract' is treated as the operating principle, with rehabilitation presented as a planned discipline from before a mine opens. Video does the narrative work throughout, not just in the hero — mining is a process, and motion shows the sequence where static photography can only show a frozen instant of it. The drone and ground photography carried a substantial share of this, and the design decision that mattered most was giving it room: full-bleed, uncropped, at scale. Committing to that much video created the obvious constraint — the site had to stay fast on a mine site in southern Africa, on mobile, on a connection that isn't guaranteed. Assets were compressed and served at appropriate sizes per breakpoint, type was kept to system-safe stacks, and the responsive behaviour reflows the full-bleed treatment rather than abandoning it on small screens.

Led by me, Russel Davis, as a B2B Webflow studio — delivered with my specialist network, shipping brand-led builds with AEO baked in.