our approach
Re-branding an industry leader with a fresh aesthetic that more closely reflected the company's modern approach with an emphasis on quality and sustainability.
The Client
Incorporated in 1939, DCW was India's oldest and most well-known chemical manufacturers. As a multi-generational company, they had evolved through the decades diversifying their product portfolio and expanding their distribution network to over a 100 customers around the globe.
Most notably, they had also begun moving from commodity to specialty chemicals with exclusive patents to manufacture certain chemicals in the Asian region.
Project Brief
The client approached us in early 2022 to redesign their outdated corporate website. They wanted an online presence that more accurately reflected their position in the chemicals marketplace.
Since they were a public limited company, they also needed a comprehensive Content Mgt. System (CMS) to manage their extensive library of downloadable financial reports which would need to be updated every quarter.
Services Provided
DIGITAL
- ART DIRECTION
- CONTENT WRITING
- photograph editing
- vector illustrations
- Custom AnimationS
- FRONT-END DESIGN & Dev.
- CONTENT MANAGEMENT SYSTEM
the CHALLENGE
VISUALS & FINANCIALS
Despite investing heavily to modernise its infrastructure as well as its people, the company had an outdated brand image of being bureaucratic and inefficient. The new website was part of a larger effort to present a new face for the company to reflect its improved on-the-ground reality.
Our first challenge was the visuals for the website. All we had to begin with were a few old factory photographs shot during one of their construction expansion projects. We would need to carefully select and extensively photoshop these to bring them to a level where they could be used on the website.
The second challenge was the product itself. Chemicals aren't the most visually appealing objects as many of them tend to be colourless liquids or gases. Therefore, we had to figure out a creative way to visually depict them in a manner that felt authentic and communicated DCW’s brand values of consistent quality and precision.
DCW also had an extensive database of financial reports going back years. These needed to be listed as downloadable PDFs on their investors page and the client’s team needed a back-end solution to update these documents at their convenience.
our approach
Traditional and predictable with a familiar form factor but visually distinctive and fresh with a subtle nod to environmental sustainability.
We had to ensure we struck a balance between an original distinctive design that still echoed the sentiments of the brand.
In other words, when it came to the basic layout structure or core elements like typography, we made sure to use familiar form factors and elements.
However, in certain areas like the product portfolio section on the home- -page, the navigation and the inner product pages, we pushed the envelope both, in terms of visual design and interactivity.
the solution
3d Models
After some initial brainstorming and several prototypes, we decided to use 3D models of the each chemical product.
After some initial brainstorming and several prototypes, we decided to use 3D models of the each chemical product.
Investors
We also custom coded an accordion style gallery for investors where we could list DCW's entire library of financial reports. By using expandable accordions we ensured a minimal design that was also functional and easy to browse, even on mobile devices.
On the back-end, we created a custom php module within the CMS which the client's non-technical team could use to easily update their entire list of reports at any time.
Print design
BROCHURES & CATALOGUES
Satisfied with our initial design work, the client also asked us to create PDF catalogues for their 14 major products. We also later created an 8 page brochure for their Synthetic Iron Oxide Pigments range.
OUTDOOR EXHIBITION DESIGN
We were also asked to create front signage and five large wall panels (38x90.5 inches) for an exhibition stall the client had setup for a trade event in Germany.
Project Outcome
After several rounds of testing, the final version of the website was uploaded in mid-2022.
We also worked with the client's team to get them up to speed on best practices for using the Content Management System (CMS) to ensure the site continued to work smoothly.
We also continued to provide usage support when it came to updating their investors page with the financial reports section as well as, minor changes to the site throughout the year.
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