content and structure
Some light-touch user research - primarily survey-based - allowed us to test assumptions about what kind of content would be useful for the intended audience. The next step was to ensure content was easy to navigate and find, using Drupal's hierarchical taxonomy for in-site navigation. Then we added SEO module configuration to allow easy optimisation - helping visitors through from search engine listings.
These are a really special part of the site. With input from each of the brand teams, we produced an initial set of ten landing pages covering the major product groups. These had to look good, grab attention and had to reflect characters of the brands. We settled on a consistent creative strategy with different creative executions for each, providing visual diversity within a sensible budget. Each landing page starts with scroll-based animation to deliver a targeted message.