Our task was clear: Craft two distinctive websites that are unified by a fundamental brand feel. But how to get there? Our team started digging into not just National’s business, but the principles that power it. We asked the right questions and facilitated strategic conversations that enabled us to deliver a high-level brand story, expanded core palette, and shared technical architecture for both websites.
Continuing to lay the groundwork for the websites called for wireframing exercises and a top-to-bottom content development process, which began with a detailed content outline and culminated in strategic copywriting that achieves consistent tone and voice throughout. To ensure the websites truly work for National, we also built multiple custom-built CMS tools, including a robust portfolio tool and publishing platform that allows the marketing team to keep the sites hyper-relevant through fresh content.
In A Nutshell:
Blue Ion led the process from story to concept to design and development.