Green Moves wanted to refresh their brand and completely overhaul their outdated website, aligning the brand to reflect the business today, and into the future. With the business evolving over the last 14 years, we highly recommended starting with a workshop and developing Brand Strategy to get definitive direction and clarity.
The Brand Discovery Workshop
Kicking off with a Brand Discovery Workshop, we were able to learn everything there is to know about Green Moves as a business. The whole brand story, from history to its vision and mission. In half a day, we were also able to define brand personality, values and identify clear target markets.
The Brand Strategy
Moving on to develop a clear strategy for the Green Moves brand, we distilled three main target markets. The strategy empowered us to make recommendations and create distinct briefs for search engine optimised copy and visual brand direction.
Presenting our findings, key learnings and recommendations, we delivered the brand strategy in a suite of documents that detail the Green Moves Brand ethos, positioning strategy and customer personas.
The SEO Copywriting
One of the biggest challenges with this project was redesigning the new site’s information architecture. The existing site had over 50 pages, so it was a mammoth task assessing each page for relevance based on the strategy. We recommended decommissioning, combining and adding pages based on the brand strategy and SEO. The result is a site map and menu structure that is well-organised, intuitive with optimum flow of information for the user and for SEO.
Working closely with Danielle, the director of Green Moves, we created new sections and crafted fresh copy for all the pages of the new site. Keeping the tone of voice on brand – friendly, expert and authentic, we used language that’s easy to understand and approachable.
The Brand Design
The logo was also reimagined resulting in a look and feel that’s clean and modern but also professional and authoritative. This accurately reflects Green Moves today – an experienced, market-leading brand in sustainability consulting.
The Website Design & Development
The final part of the project was website design and development. Both brand and web design were in collaboration with Blendid, and web development credit to Aspire Web.
It’s been a complete brand journey of discovery and development for Green Moves that we’re honoured to have been a part of. The team are stoked with the results – a stunning, responsive website that accurately reflects the Green Moves brand and one that resonates with its customers.