That’s the question we confronted when Hazelview Investments sent us an urgent call for help creating a bright new website. A newly formed entity suddenly hived off from a long-established business, Hazelview had just finished developing a fresh brand identity that needed to go from drawing board to digital life, lickety-split.
We knew the business well from all our work for their previous incarnation.
But now they were Hazelview, and the small matter of an entirely new identity was something we had to get our heads around. That not only meant listening carefully to the aspirations of our old friends but also collaborating and making new friends with the third-party agency Hazelview had retained to develop the brand.
There was no time for messing about.
This was a big project with a hard deadline. Our process needed to be clear, efficient and responsive. The challenges included building consensus among client and agency participants on how the brand should be optimized for digital. Everyone had to buy in on shaping the brand to work on multiple devices and address a wide variety of audience characteristics.
We flew the plane while building it—
orchestrating the architecture, gathering and finalizing the content, entering it into the management system, all while fashioning a back-end platform based on Sitefinity technology. The end result translates a brand focused on Hazelview’s people-centred, personalized approach into a rich, immersive digital experience. Every page deploys a unique mix of design and user-interface elements that can be redeployed to generate additional content pages as needs require. We created a website for today and tomorrow that never feels like it follows a predictable template.
The launch made quite a splash.
Growth in traffic hasn’t been steady; it’s been a rush! We got big numbers from the off and they’ve never fallen. Just as impressively, visitors come for extended stays, engaged by content of abiding interest. We, in turn, find ourselves again engaged by Hazelview, who, post-launch, have asked us to keep delivering lively numbers for online advertising, digital marketing and search engine optimization.