January 08, 2021 · 2 min read
Brand and product launch for Dawson Group Global
Dawsongroup | global are specialists in the temperature-controlled solutions market. For over 35 years they have operated across 10 EU countries offering cold storage solutions for both large brands and organisations through to SMEs that operate in different parts of the supply chain.
After a couple of false starts – we had been courting this client for some time – we were approached by the head of the new International division in 2020 who had chanced upon an old proposal we had put forward previously. Liking what he saw, we met up, discussed a broad vision for their digital plans and were immediately commissioned to sort out their website, which was in something of a state.
Showcasing two distinct product ranges
There are two distinct product ranges that needed to be showcased – POLAR°STORE™ (climate controlled containers) and TEMPºSTORE™ (innovative temperature controlled inflatables). The latter was Dawson’s first foray into developing a manufactured product, ideal for a range of applications including humanitarian aid and disaster relief.
The site design needed to cater for a broad target audience who may be interested in one or both product ranges. The homepage announces the brand and signposts directly to what are in effect product landing sections for each range. The emphasis is on highlighting the key features, but more importantly the client benefits. As with most B2B sites – the emphasis is about lead generation, as well as raising brand awareness.
As is a common approach for new clients – we kicked off with a discovery process involving all key stakeholders. Covid threw a slight spanner in the works in that this was undertaken online rather than in person. The outcome was a full understanding of the wider business and brand objectives specific to Dawson Group | Global – covering target audiences, USPs and core messaging.
A fully responsive wireframe prototype was created prior to moving into the UI design and brand application. We employed the WordPress Gutenberg editor, consolidating lots of tools and processes we’d been refining in-house into one, coherent process.
Reflections on a job well done
As a team, this project highlighted our belief that prototyping is extremely useful for both us and our clients. It helped the client understand our vision, and how it fed into theirs.
It’s not unusual for clients to underestimate the time and energy needed to author well-crafted content. As we hurtled towards the project deadline, we were able to step in to assist, making practical recommendations to ensure things went smoothly and encourage a focus on the higher project priorities.
“We signed up with Cite to not only deliver our new website but also to help us expand our business globally. They delivered an excellent website and remained patient with us throughout the project. There always seems to be someone for each specific skill set required and those staff members are always very knowledgeable and pragmatic. We look forward to working with Cite in the future and highly recommend them as an agency.”
Charles Dawson, International Development Director
Following launch, we are now putting a digital marketing strategy together to promote the brand and product range, with campaigns planned to target specific sectors and territories.
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