Craft is great at not making any assumptions about your content. It puts a bit more onus on you but in turn enables you to create a unique, hand-crafted information architecture for your website. However, the entire exercise from content modeling to templating can get daunting when working with a large content website. This talk will simplify the exercise by suggesting an approach that is loosely based on the OOUX methodology while keeping reuse and scale in mind. We’ll walk through the process right from identifying content objects to abstracting reusable patterns and finally organising Twig templates in Craft.