The brief from Peet Limited was challenging – build a corporate website and CMS flexible enough to spawn over 30 distinct Estate sites whilst working within multiple brand guidelines and a number of different offline agencies.
The Peet website consists of a main corporate site and an ever growing list of individual sites for each of their land development projects or estates (42+ Australia-wide). The challenge Longtail faced was to figure out the best way to make the Peet web experience consistent no matter which site the visitor was using, but still maintain a level of individualism and uniqueness at the same time.
We took a brand that had been represented in offline media channels solidly and consistently – and successfully adapted it to suit the online environment.
The solution was quite simple (as most good ones are). We identified those elements of the sites that were essential in creating a consistent experience – and all other pieces represented the opportunity to create individuality. Around the consistent elements of the sites, Longtail created key ways for Estates to create their own unique position.
With the new design strategy, Longtail successfully created a content managed suite of sites that meet the needs of Peet Limited, established a consistent experience for site visitors – regardless of the estate, and enhanced the toolkit for Peet’s marketing managers, providing a flexible means to promote and position Peet’s wide product offerings.
This case study demonstrates our ability to address business needs and build a user focused creative and technical solution to meet multiple stakeholder requirements. The project saw Longtail take a brand that had been represented in offline media channels solidly and consistently – and successfully adapted it to suit the online environment.
