Project Overview

As a creative agency, first impressions are everything. Especially online. While our current website was working well, we wanted to push the boundaries further, particularly around user functionality and content variety.

Our new website had to reflect what sits at our heart – a more human-centred approach to creativity. In fact it had to live and breathe it.

And most importantly, it had to drive people to want to know more about TANK, not just about our work and services, but what we think and stand for.

With massive spikes in every measurement since its launch, our new website has more than matched our lofty expectations.

Organisation

TANK

Team

Jim Antonopoulos - Executive Creative Director
Chris Butcher - Associate Creative Director
Evan Simmonds - Digital Creative
Felicity Mitchem - Senior Creative Lead
Tim Heraud - Senior Creative
Richard Foster - Head of Writing
Madeleine Baud - Editor/Community Manager
Dylan Nichols - Developer

Project Brief

When we set out to reimagine our website, we started with one ambitious goal: to redefine the perception of an agency website and provide utility and meaningful content to our audience.

Our audience are brave, forward-thinking people who are not afraid to redefine categories and challenge the norm. We had to do the same.

When people arrive at our site, we want them to feel that they are visiting a website (reading content and viewing work) that is at the forefront of brand communications, innovation and
creativity.

It had to:
• use the latest responsive technology
• bring to life and demonstrate our human-centred approach to creativity
• inspire people to subscribe, keep visiting, share and save content
• ensure the user experience was easy, seamless and extremely positive
• offer a content platform that was engaging and meaningful
• provide varied touchpoints for the user to connect with us: direct, social, subscription.

Project Innovation/Need

How do you forge new ground in creating a website experience? We asked ourselves this question constantly.

What we didn't want to do was develop a website that wasn't us, full of gimmicks and irrelevant bells and whistles.

So our approach was to create a site that did more than just demonstrate what we do and how we do it. We created a dynamic content platform that could showcase our thinking and that of the people that inspire and shape us. This was integrated through the site via sections such as Hello Tomorrow (our digital publication), Co-Lab (where we house special TANK projects), and immersive video in all key sections including an expanded view of our people and those we work with.

Importantly, we didn't over design the site. We let the content speak for itself and be the hero.

Design Challenge

Our audience is time-poor but knowledge-hungry, and always seek new and exciting insights about building strong, meaningful businesses.

To create an uncomplicated site (meaning clean and simple to digest) can be extremely complicated to achieve, especially when we wanted to offer a content rich platform that offered layers of easy to access information.

Our solution was to create a visually strong responsive design that showcased our projects, content and people; powered by a highly flexible, sophisticated CMS allowing content to be easily shaped and updated.

User Experience

Since launch, our website has met and exceeded all of our performance measures. Highlights include:
Average Session duration (all users): +59.27% *
Average Session duration (new users): +27.30%*
Bounce rate drop by: -13.18%*

What can't be measured in statistics is the positive impact the new site has had on team culture within TANK. And the perception it leaves with our clients.

Now TANK has a site that is not only innovative in its content, but is truly reflective of the soul and people focused ethos of our agency.

* Aug 18 2014 - Sep 18 2014 (launch month) vs 2013 equivalents