reinvigorating a global brand with a vibrant, accessible and a reactive approach

The Brief
The client was having issues with their old website - based on the implementation of the website structure and the content featured, they found numerous pain-points that were exponentially preventing growth and impacting site visits. In addition to that, the client found that their old website, while consistent from a brand-perspective, did not accurately represent their vast amount of experience, quality, and offerings. They wanted a website that would be able to showcase their services and accurately sell themselves to prospective clients.

With their particular location and position in the market, the client needed to facilitate a website in multiple languages. Their old site did offer that, but through a click-through menu that allowed the users to choose which language. The downside to this implementation was that it resulted in two separate websites, neither of which could be crawled by the necessary platforms due to the click-through menu, making them essentially invisible in terms of online presence when being searched for, with nothing being shown - any that happened to make it through were then cannibalised by the other site, skewing results.

The client also had access to a vast amount of case-studies and success stories that were simply not available online - leaving their biggest selling points off-the-table without prospective clients engaging directly. They were looking for build out a new arm for advertising and using it as a powerful selling tool, easing any stress on their business development teams.

The Outcome
Working with the client’s various departments, we scheduled several ideation sessions in order to identify all of the client’s key pain-points and discovered their exact wants and needs. From picking their Business Development departments to liaising with the Senior Leadership Teams, we took to the results to the drawing board and devised a strategy in which we would do a re-envisioning of the MMS brand.

Making use of their established brand, we decided to flip it. Our research showed that the internal comms were of an unhappy and exasperated sigh, in which they grew tired of the empty light pages that didn’t do the client and their efforts justice. For both internal and external benefit, we tackled all of the pain points head on.

Instead of light and empty pages, we injected the pages with deep gradients and splashes of colourful icons and imagery. We built the pages with copy and informative case studies at the forefront of our design, and rather than having all of the pages locked behind a gate of language selection, we instead designed the site with reactive designs and layouts, allowing the page to be easily laid out alternatively and efficiently based on the language used.

These key approaches allowed the website to flourish with an influx of brand new informative content, a reinvigorated feel, and accessibility that didn’t cause the brand to suffer.