Nicky Dyer
UX UI and visual designer
Empowering a team to run a suite of sub brands and websites…
Discount domains + domains4Less
Project — Brand refresh x 2, Website Design + Build x 2.
Within the Umbrellar Group there are a few companies that offer similar products and services yet operate as separate brands. This is because, like any group, as new brands come into the fold, they are either dissolved into another exiting brand or not as the case may be! In this case they were to keep operating as separate brands but it was time for a re-fresh and some clearer definition around what each service was offering to the customers.
We needed to find a way to be smart with what we built, due to time/client resources ongoing and budget yet get a maximum return on the effort.
Challenges —
— We didn’t want to create unnecessary duplication of work in any build of the websites.
If we could build one modular system that could be easily customised for both brands and builds that would be ideal.
— We wanted to make it easy for the clients marketing/service teams to learn one system quickly and easily and to be able to transfer those skills to other brands in the stable with minimum effort/time/learning.
— We needed to make sure we did appeal to two slightly different customer segments, and were able in some way to show that the brands had slightly different product and service offerings.
Our approach —
For the brand strategy we spent some time reviewing each brand and product offering and clarifying the proposition of each.
One brand was about making it simple and easy for a small business to get online - no complications, not necessarily the cheapest, just easy.
The other brand was about price, minimal bells and whistles — just what you ‘need’ to get online.
Once we had our brands underway we planned how to streamline our build.
We started with the equity we had in the group website build we had created in SilverStripe.
We reviewed each brand against that build, and created a list of improvements which would allow either new brand and any future brands to re-use this system to generate any number of pages/content types to market their products.
Work undertaken —
Brand Strategy workshops
Brand Identity.
Brand architecture.
New website (2)
Customer Journey’s through to separate portal/log-in /admin experiences for each brand.
My Role —
Account Director, whilst at Salted Herring.
My tasking and delivery for this client:
scoping of the sites, wireframes, brand architecture, budgets, timelines, client liaison
hands-on wire-framing and brand architecture processes
management of each website through design, development and go-live
after-care, content loading, client liaison.
This project was a total pleasure to work on, with smart, fast thinking industry experts.
Team — Salted Herring for Design and Build, Umbrellar Cloud Marketing Team.