The website visual system was inspired by DX’s 50 year proud heritage and reflects a business who deeply care about their customers reputation.
In need of more creativity
The brief
Being asked to evolve the DX website experience to better reflect their new service-led direction was an exciting proposition in itself. But being asked to deliver this over a busy Christmas period required an agency who understood the business, the brand, the sector and the fundamental fact that an integrated logistics provider never stands still.
We understood that the challenge presented wasn’t simply a website refresh but an opportunity to build the visual and verbal identity of a brand looking to leverage their proud heritage, whilst establishing that they are as relevant today as they were 50 years ago. It was an opportunity and a challenge to help evolve the DX brand experience to engage and attract both new and existing customers, build relevancy and trust and turn customers into advocates.
Off to a cracking start
With Christmas Day over, we assembled the project team to kick-start a series of weekly sprints gearing up for an end-of-January launch date. We began the project with brand alignment scoping, taking a deep dive into DX’s business proposition to better understand how they were evolving and why it mattered to their customers. It was evident that DX’s consultative approach and understanding of a complex supply chain enabled them to move fast and create tailored solutions oriented around their customer’s operations. What’s more, It wasn’t just about protecting DX’s brand reputation but ultimately protecting the businesses they support and delivering on their brand promise.
This sentiment created a sense of feeling that moved beyond wheels on the road and the movement of goods. And with this in mind the positioning of: ‘We take you where others can’t’ was born. A proposition and narrative we developed to provide a more compelling reason to choose DX.
A purpose built visual system
Putting pens to paper we continued to develop the DX brand visual system around the new positioning. We arrived on a graphical device that encapsulated a business driven by their people and reflective of their integrated logistics capability. We extended the DX’s heritage blue colour palette to incorporate the colours of their customers to blend their worlds together. Championing both partnership and flawless delivery execution in a way that only DX know how.
Applying the narrative and visual system to the website UI, we had successfully delivered the first sprint of the project – enhancing DX’s visual and verbal brand identity.
All teams assemble
With the creative team off to a flying start, they were shortly joined by their Performance, Content, User Experience and Development colleagues to bring the brand to life online, enhancing overall digital experience and conversion opportunities. Initial low-fidelity wireframes were created for key website content pages over a 1 week sprint and each component was subsequently designed and developed through concurrent work streams utilising the new visual system to create a user interface that was distinctively DX. This required close team collaboration, focus and technical handover to ensure that the user experience wasn’t compromised by a tight delivery turnaround. In parallel, our content writers started to craft the longer form brand narrative and performance were busy preparing for a seamless site migration.
The final mile
With development and content in full swing it was time to begin content population. This was co-ordinated between DX and our internal teams. We both understood that in order to bring the new proposition to life we couldn’t simply re-utilise what had gone before. New video content and photography was sourced to help complement the new user interface and written content. This was no small feat by any means, especially if you consider every page was updated across the entirety of the DX website. But through perseverance and with a client as dedicated and passionate as we were, all content was created and uploaded ready for the end of January.
Delivered Exactly
In just 4 weeks, DX and The Escape delivered the unimaginable. We pulled together our talented and experienced teams to deliver an enhanced website experience, designed to support DX’s ambitious growth strategy. It would be fair to say that delivery wasn’t without its blood, sweat and tears. But with close collaboration and a few laughs along the way, together we demonstrated what partnership actually means. And we’re proud to say that we Delivered Exactly for DX and their customers.
