Stone has been a supplier of IT hardware and solutions to the UK education and public sectors for nearly 25 years. With a strong heritage as a supplier of hardware, in recent years the brand has begun a transition towards a more service-focused offering. adaptable’s challenge was to change customer perception of how the business service offering was perceived.
The project started with a review of the brands online visual identity to see how we could unify this in a new direction. Looking at other organisations in the same sector, most online presences followed a dark, dated and corporate look. This visual approach did not match the friendly, customer focused offering that Stone Group delivers.
Based on the new information that Stone wanted to communicate to its customers, it became clear new site architecture would need to be created. Using our website deck of prototyping cards, we were able to quickly piece together new site structures ready for testing and evaluation.
A New Design Direction
Once a site structure was in place, we began creating user interface routes in the form of style tiles before moving onto fully fleshed out page templates.
The end result has provided Stone with a website that educates and informs customers. The content rich experience is a lead generator and is fully integrated with Hubspot and Demand Base providing a streamlined lead management and marketing processes.
New media content was incredibly import to Stone. Part of our content strategy was to help contributors easily create content rich articles without requiring any advanced technical knowledge. adaptable has produced a range of digital assets in the form of custom fields. These fields allow contributors to select from many different styling options for quotes, image sizes, call to actions and video content.
Stone opted to move away from a standard brand guidelines document in favour of our digital product - Brand Manual.
Brand manual has allowed Stone to house all their new brand assets such as photography, typography (for online/offline usage), logo files and much more. The benefit of storing content in this way has allowed multiple users (internally) across the business to access on-brand content rather than having to hunt through multiple files & versions with no usage instructions.