A website to support adopters of the Edinburgh Inspiring Capital Brand
'Edinburgh Inspiring Capital' was launched in May 2005 as the official Brand for Edinburgh City Region.
The Brief:
To redevelop the the Brand's existing business-to-business website, to give users unrestricted access to images and brand materials for their marketing activities. A key aim of this website was to encourage new brand adopters to sign-up to the Brand by the use of third party endorsements and inspiring case studies to show best practice.
The Solution:
Innovation Digital's understanding of how the brand adopters' website would help the Brand Team achieve its KPIs was a key part of this project. Following initial workshops, wire frames were created to outline the navigation, functionality and layout of the site. These were tested extensively with users to ensure that tasks such as downloading and saving images, registering and ordering brand materials online were intuitive and user-friendly.
Built on the Immediacy platform, this website involved extensive bespoke development of the Immediacy plug-ins to provide an image library and shopping cart facility that would meet the specific requirements of the Brand Team.
The Results:
Following its launch on June 4, 2008, the redeveloped Brand website is showing signs of being a tremendous success. A brand new resource for the city, this new website provides access to over 350 downloadable images and hosts an online shopping facility from which colleagues can order branded delegate materials and event dressing materials.
All materials and images are currently free to order and the shopping cart process has been designed in accordance with customer needs - it is easy to navigate and use and features innovative design examples of the Brand in use.