Working with AST we co-created the company’s refreshed vision and values, this gave us valuable insight into the shift in direction for the business to offer solutions, not just products. Empowerment, solutions and innovation sat as core thoughts throughout the entire project.
Uncovering key audiences and requirements in user workshops, and analysing current website data, we created a new hierarchy of personas and user journeys. These personas required more than just products, they needed support, inspiration and excellent customer service. These requirements guided a full content review of the site.
The visual language had to elevate AST above the competition and strengthen their positioning in the sector. A stripped back colour palette of simply blue and white strengthened the brand presence, and a unique image style throughout was created to show the how the technology is used across the land and marine sectors.
The website also had to be exceptional on a global scale and needed to be flexible for each territory, giving them total control. Regional optimisation was crucial to ensure the site ranked highly in respective regions, and a content delivery network helped reduce page times significantly – wherever users were in the world.