Rebranding a website to stand out from the competition

The full story

Developing the strategy

With such an ambitious goal it was important to put together a strategy for delivery. We sat down with the senior management to map out the business goals and customer needs to determine what was a priority.

This became the basis of the plan to develop the website in phases. To start with overall visual direction and marketing content, followed by each feature and service one after the other.

Transforming a print-led brand to digital

A key problem for the ambulance services division was the company was branded as “Medical Services”, a company Falck bought out in 2014.

The only presence they had as Falck was a page on the Falck group website. The initial brief was to emulate the design of the group website. But on review the design was particularly bland and dated. It also did not particularly adhere to the corporate brand guide that Falck already had.

To establish a design direction we gathered any marketing collateral produced by Falck we could find. We realised the often print-based collateral was more visually engaging and mature than anything that was digital.

We proposed to align the design of the website with the print-based collateral. The result was a high-quality, magazine editorial look and feel.

People helping people

The services Falck provides, and ultimately its brand, is defined by its front-line employees. We built upon this concept and made people helping people front and center in the design.

We organised multiple on-location shoots to showcase the people providing services. The content was used to create several summary videos and to provide a library of images for website, social media and any future marketing.

Recruitment is a critical part of Falck’s business model, so in phase 3 of the project we created “talking heads” employee profile videos to highlight the career benefits.

Getting the word out with custom features

One of the business goals for the project phase was to raise brand awareness. We developed the website with sharing in mind, so that every page was optimised for social media using Rich Social Sharing.

When it came to developing the news section we took this one step further. As part of the custom-built CMS we created a feature to publish articles directly to social media. This allowed the content admins at Falck to easily post content without having to log in to each social media account.

In phase 3 we used the same underlying feature to allow HR to post job adverts directly to social media as well as the jobs board.