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Fletcher Building’s corporate website required an integrated story that connects its many businesses, countries, brand products and projects.
One of many challenges was to keep the site shallow and simple while doing justice to the richness and depth of the business.
When you are as big and diverse as the Fletcher Building (FB) Group, the challenge is to present an integrated story that connects the many businesses, countries, brands, products and projects. Our website brief was to showcase the huge difference FB is making to the communities it works in, its people and their careers and for its shareholders.
We started by developing personas, giving us total clarity on our audiences and defining specific user journeys for each. An audience-needs driven information architecture was developed to keep the site shallow, allowing most content to be within two clicks of home.
Storytelling starts on the home page, offering a cross-business perspective before driving audiences into business line, and/or specific business discipline stories. An extensive tagging exercise allows associate content to be presented, helping audiences make connections across the business, projects and communities.
Despite the many business activities, one of the key challenges for our client’s communication team is having timely access to good content. We introduced and integrated Shuttlerock, a content gathering and curation platform, providing content managers access to an on-going stream of the latest stories directly from the websites of the various FB businesses, social media and online news.
The design reinforces the brand story, using a variety of colour, language, photography, animation and infographic approaches to engage audiences. The design also reflects the content rich nature of the site, presenting a visual feast of FB stories in a Pinterest-board styled approach.
The site has only been live for a short time but already it has become the source for everything happening at FB. Dynamic content is encouraging audiences to stay longer, engage with more pages and come back more often than the previous FB site.