Project Overview
McGrathNicol is a leading corporate advisory services firm, creating pragmatic solutions for complex business issues. Their new site needed to showcase the expertise of their business, balancing depth of content with ease of use.
The result was a bold and impactful fully responsive design. With well-considered navigation and user journeys, the audience can engage in discovery of the range of services and industries McGrathNicol specialises in, along with quick and easy access to related people, case studies and news items.
Using imagery and photographs of McGrathNicol’s team and office, a human and personable element is injected to a traditionally impersonal space.
Project Commissioner
Project Creator
Team
Design: Warren Everard, Mack Nevill
Development: Matt Cordell, Mark Seddon
Project Manager: Fiona Doherty
Digital Strategist: Corey Thompson
Project Brief
McGrathNicol needed a revitalised online presence that showcased the depth and breadth of experience and expertise held, as well as highlight the many successful projects delivered for both listed and private companies. In an industry where relationships are key, the tone of the website was to support the key values of genuineness and
Speaking to international and local business leaders, the website needed to deliver a beautiful and highly polished experience that accurately reflects McGrathNicol’s position in the industry. The website needed to impress and make an impact on an increasingly tough audience in a challenging industry.
Project Innovation/Need
Corporate advisory has a reputation as a staid environment; the website design highlights the colour and life of the organisation, as well as the high-quality talent and successful outcomes achieved for their clients.
We identified two key audiences - prospective clients, and prospective talent. The website provides pathways into the content for each group, with editable panels of the homepage used to surface relevant, recent and compelling content. Relationships between content provides users ongoing pathways to further explore the website, for example by highlighting the key staff with specific sector knowledge or a service delivery; or related case studies.
We identified that both target groups were likely to be accessing the site from a range of devices and thus a responsive website was key. The design provides well-considered navigation and user journeys through the content, allowing the user to engage in discovery of the range of services offered and industries that McGrathNicol specialises in, along with being able to quickly and easily view people, case studies and news items relating to those services.
Design Challenge
At the commencement of the website project, McGrathNicol was undertaking a brand redevelopment, meaning that there was little in the established identity that could be leveraged when developing the website’s visual language.
We worked with McGrathNicol to identify the brand values and tone of voice for the new website, creating a balance between reflecting the vitality and energy of the organisation with the need to communicate to the target audiences in a way that was consistent with expectations.
User Experience
The well-balanced layout belies the volume of content that is easily delivered to users - ranging from news to case studies, creditor information to a people directory - the website strikes a balance between depth of content and ease of use. Considered use of menus and navigation allows users to quickly access deeper site content, and allows McGrathNicol to highlight their services and expertise.
The website presents a multi-faceted view of McGrathNicol, broadening the focus of it’s presence to cover the range of activities and services provided. Using imagery and photographs of McGrathNicol’s office and staff, a human and personable element is injected to a traditionally impersonal space.
The website also speaks to a key audience - potential talent - with a more casual style, placing McGrathNicol staff front and centre (http://mcgrathnicol.com/meet-the-team/).
With a striking and distinctive presence, both Evolution 7 and McGrathNicol are delighted with the fresh new look the website brings to the organisation’s online identity.
Digital Experience - Website - Brand
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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