Case study · Manufacturing & industrial
Bromic Group is an Australian based multinational company that designs, manufactures and distributes world-leading products to trade customers and end-users in over 50 different countries. The group’s website did not reflect the growth and stature of this global entity.
The challenge
Bromic Group designs, manufactures and distributes products for trade customers and end users across more than 50 countries from its Australian base. It is a diverse business with several distinct divisions, and over time the group had grown well beyond what its website suggested.
The website needed to catch up with the business. It had to give the wide range of customers clarity about where to go, and it had to give Bromic employees something to be proud of.
This was a multi faceted project. The user experience was not ideal, and many customers found it hard to navigate their way through to the correct division. The new website needed to be a lighthouse for staff culture while promoting the full stature and capabilities of the Bromic Group to every visitor.
It also presented a chance to attract high calibre staff, which meant the website had to speak to future employees as well as to customers.
Approach
We started with structure rather than visuals. With several divisions and two very different audiences, customers and employees, the first job was to define what the new website needed to contain and how each of those elements would work best together.
That meant agreeing the shape of the whole website, division by division, before any page was designed, so the navigation problems of the old website were solved at the planning stage rather than patched later.
Wireframes gave every individual page a clear outline. From there the work turned to how to showcase the standing of Bromic Group in the most easily navigable and engaging way, with journeys that lead a customer to the right division quickly and content that shows staff what the group stands for.
Building from that outline meant the website could serve employee and customer alike, and in doing so strengthen the reputation of the Bromic Group.
The shift
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The work
The finished website is easy to navigate, with clear and well devised customer journeys that take each visitor to the division they need. It has increased Bromic Group’s online presence and puts the success of the business on display.
It also gives the group a distinct and empowering brand identity, with dedicated Who We Are and What We Stand For content that speaks to staff, candidates and customers in the same voice.
The website demonstrates the scale, strength and growth of the Bromic Group and shows customers how the group can add value to their business. It presents a global supplier as one coherent organisation rather than a collection of divisions.
Behind the scenes, internal staff have a website they find easy to use, amend and maintain, so the content can keep pace with the business from here.
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