Nouryon

How do you set about creating a website for a brand that doesn't yet have a brand identity? Quite a challenge! No brand strategy to serve as the basis for your design, no long-term objectives to design your platform around, and no brand name to use in devising a logo. But as always, a challenge is also an opportunity. Designing on a blank page allows you to explore every possible approach. We didn't need to be asked twice.

We went for a totally "people first" approach. We drew on neuroscience to create a strategy to appeal to both the mind and the heart of the visitor. "Trust" is the central plank here. This approach was originally intended as the basis for the creation of the online platform, but the idea was so well received that it came to play an important role in the entire brand strategy.

So, with the strategy clear, the work of development could begin! Thanks to some smart analysis we were able to reduce those 37 B2B websites to a more manageable 14, and migrated the content. Part two of the project involved setting up the brand website and providing it with a new design. A market leader in speciality chemicals needs a recognisable visual identity reflecting the scientific nature of the business. We chose the atom as a symbol, and used it in playful and imaginative ways in the design for the platform. We owe a debt of thanks to our partners in the development of the platform: the website was put together in Episerver CMS, hosted in Episerver DXC and integrated with SAP, CRM, inriver PIM and Translations.com. This combination ensured that the website will always carry up-to-date information, displayed in the most customer-focused way possible.

This two-part project has delivered a whole series of positive outcomes, as shown in the image below. It led to an enormous increase in visitors as well as downloads, showing that our work literally pays off. Also, the fact that Nouryon.com scores above average when it comes to B2B platforms is quite an achievement on its own.