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Experience and aspiration: Emphasising the focus on customer experience and future aspirations.
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/ Who are Grainger?
Grainger, a FTSE250 business, is the UK’s largest listed residential landlord. Established in 1912, Grainger prides itself as a leading, responsible and long-term landlord. A market leader in the UK Private Rented Sector (“PRS”) and at the forefront of the Build to Rent sector, they invest in and provide long term, purpose-built, rental homes nationwide. Grainger has a portfolio of residential rental property assets worth over c. £2.6bn and the company pledged to invest over £850m into the PRS by 2020.
/ The brief.
To support the growth of the business, Grainger tendered for the redesign and development of a new, more customer oriented website.
The brief was to redesign the website to improve the digital experience for customers. The objective was for it to be more of a tool to attract new customers and to be the shop window for their rental properties. The scope of work covers new customer focused pages that will sit in front of existing fit for purpose investor and corporate pages. This was for 3 distinct audience types:
1 | Customers
2 | Investors
3 | Industry
For our customers, the requirement was to make it clear why they should choose Grainger as a landlord and make it easy for them to find a property.
For our investors, they required a clear section for them to find out everything they need about the business. We believe our current pages have all the appropriate information required.
For the industry, a corporate area for others in the industry to find out information about them, what they do and the latest news about the business.
Pitching a new concept.
Focusing on being ‘Progressional’, ‘Customer Orientated’, ‘Honest’, ‘Reassuring’, ‘Friendly’, ’Transparent’. Developing a more emotive visual toolkit for communicating the Grainger brand and its values.
Harnessing how this could potentially form a new, fresh and modern take for the website proposal calling on the latest trends and styles and more importantly on what is most tailored and suited for the Grainger experience and its digital representation.
/ The design approach.
The key focus areas are to ensure that the heritage, experience and aspirational qualities transcended the Grainger estate. The inclusion of these facets into the design and visual approach helps to provide the relevant building blocks for a completely considered and bespoke solution branding conventions along with a best practice design approach are key to inform the design, visual language and overall user experience adopted across desktop, mobile and tablet.
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Case study:
"Introducing a cleaner and more considered form to a very content rich page. Key focuses: layout, structure and style."
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/ Project skills.
