Past Project: Building the ABIL Corporate Website

Objective: Update the company's corporate website to create a stronger digital footprint for both local and international target markets.

Agency: StackFive

Insight: The website should provide clarity for anyone - businesses or individuals - seeking to find out more information about Associated Brands. To avoid it becoming outdated again, it should also be designed to allow for easy maintenance by internal employees, so that the website could be regularly updated without heavy dependence upon a third party.

When I started working with Associated Brands Industries Limited (ABIL) at the end of 2020, I entered as a Brand & Digital Strategist for Sunshine Snacks. While my day-to-day would primarily consist of brand management for part of the Sunshine Snacks portfolio, as well as developing and overseeing the digital marketing strategy for the entire Sunshine Snacks division, I was also given the opportunity to update the parent company's corporate website.

The Before. A screenshot of the ABIL corporate website I was to update.

Some of the old logos were still being used
The product listing needed updating. Many of the new innovations that had since launched throughout the company were not listed and product shots did not reflect packaging updates to some of the products.
At the time, the latest "News" reported was a company Sports Day circa January 2019 (almost 2 years before)
The design needed to be updated, preferably less copy intensive and with more visual appeal to highlight the company's many tasty offerings.

It would require a total redesign and rebuild of a corporate website. While I could use the existing site as a guide for the type of information the executives expected on the website, I took the opportunity to also carefully consider:

How could I improve the way in which that information is presented?
Are there existing features on this website that could be eliminated?
Are there features missing from this site that could be included?

How do I bring this website into the 21st century?

After sourcing a suitable web developer to assist me with this gargantuan task, here's what I came up with...

The Home Page

Creating an impactful Home Page was my primary goal, as it serves as the first point of contact and sets the tone for the entire ABIL brand. I wanted visitors to immediately grasp the essence of ABIL and its diverse divisions. Here are some key elements I focused on:

Brand Representation: The Home Page needed to encapsulate the core values and mission of ABIL. I designed it to showcase the brand’s identity through a cohesive and compelling tagline and consistent messaging that resonates across all sections.
User Experience: I aimed to achieve an optimal balance between static elements and subtle animations. The goal was to create a dynamic yet non-intrusive experience that guides the user through the content seamlessly, ensuring that each message and visual element stands out without overwhelming the viewer.
Visual Appeal: The aesthetics of the Home Page were crafted to be visually appealing, aligning with the brand’s color scheme and typography to create a harmonious and professional look. The design elements were chosen to evoke trust and credibility, essential for a corporate website.
Content Strategy: Each piece of content on the Home Page was strategically placed to tell a compelling story. I focused on creating engaging headlines and concise, impactful text that communicates the brand's strengths and vision effectively.

By focusing on these aspects, I aimed to create a Home Page that not only attracts visitors but also leaves a lasting impression, encouraging further exploration of the ABIL website.

THE BRAND PAGES

ABIL consists of four divisions: Snacks, Chocolates, Cereals, and Biscuits, each with its own distinct brand personality. My objective was to create an overarching ABIL brand identity that is both corporate and clean while also capturing the appetite appeal specific to each division.

To achieve this, I envisioned a strategy that not only highlights the uniqueness of each product line but also ties them together under a cohesive ABIL brand aesthetic. I aimed for a timeless design approach, ensuring that the photos and layouts would remain relevant and visually appealing over time. This way, the Brand Pages would not require frequent updates, reducing the workload for both internal teams and external partners responsible for managing the site.

Collaborating with Brunton Studio, we developed a consistent look and feel that aligned with our goals.

The challenge: How to create a clean and sophisticated design that accommodates an exceptionally diverse portfolio of products and packaging?

Brunton's solution: Geometry. Given the variety of products and shapes across our divisions, they proposed using geometric layouts. This approach brought a sense of uniformity to the photos and design elements throughout the website, while still allowing each brand to shine through its unique product offerings and range.

The geometric design provided a structured yet flexible framework, which helped in maintaining a balance between corporate professionalism and visual appeal. This strategy allowed us to create a brand experience that is both consistent and compelling, capturing the essence of each division while reinforcing the overall ABIL identity.

Functionality

One of my other key priorities for the ABIL website was ensuring it addressed any FAQs (Frequently Asked Questions). Without a centralized Corporate Communications office, it was vital for the website to serve as a comprehensive resource. This would enable each division to have a consistent, accessible home base for standardized responses to regular queries received through our social media platforms. Common questions often relate to career opportunities, contacts for distributors around the world, sponsorship requests, and customer feedback.

Additionally, I aimed for each division to have the capability to easily update the News section of the website. This feature is crucial for sharing information about product innovations, corporate social responsibility (CSR) projects, and other press releases. It allows the website to remain dynamic and reflective of ongoing activities and achievements within ABIL.

In designing these functionalities, I focused on user experience to ensure that both internal teams and external visitors could navigate the site effortlessly. The goal was to provide a platform that not only informs but also engages our audience, reflecting the proactive and responsive nature of the ABIL brand.

Key learnings

My work on the ABIL corporate website provided invaluable insights into effective marketing and brand strategy. This project challenged me to creatively unite ABIL's diverse divisions under a cohesive brand identity while ensuring the website remained user-friendly and informative.

Through strategic planning and collaboration with both Brunton Studio for product photography and StackFive for web development, we implemented a design that not only showcased each division's unique offerings but also aligned seamlessly with ABIL's corporate values. The use of geometric layouts from Brunton Studio proved instrumental in maintaining visual consistency across the site, while StackFive’s expertise ensured the website was robust and user-friendly.

One of the most significant takeaways was the importance of balancing aesthetic appeal with functional efficiency. By addressing FAQs and empowering each division to update their sections independently, we enhanced the website's utility and responsiveness.

This experience reinforced my commitment to delivering strategic solutions that elevate brand presence and engage audiences effectively. I look forward to applying these learnings to future projects, continuing to drive meaningful impact in marketing and brand strategy.

If you’re interested in exploring how I can support your organization’s digital initiatives or discuss insights from the ABIL project in more detail, I’d be delighted to connect.