Restaurant and Food Manufacturing |
Digital Brand Experience
THE CHALLENGE
As a globally recognised casual dining brand, our client is known for its bold personality, distinctive branding, and memorable adverts that blend humour with sharp cultural insights. With such a strong brand identity, it was essential to have a digital platform that not only provided easy access to brand assets but also immersed employees in the brand’s unique culture and values.
The initial solution integrated WordPress for the front end and SharePoint as a repository, ensuring seamless content management within the organisation’s existing Microsoft ecosystem. However, as the project progressed, it became clear that a more advanced Digital Asset Management (DAM) system was needed to better serve the brand’s evolving requirements.
The challenge was twofold:
- Build an engaging, interactive platform that introduces employees to the brand essence, values, and leadership beliefs.
- Ensure secure and structured access to brand assets while maintaining a seamless user experience across different devices, browsers, and operating systems.
With a diverse workforce spanning corporate offices to frontline teams, the solution needed to be intuitive, visually rich, and accessible while reinforcing the organisation’s distinctive style (bold, dynamic, and engaging).
STRATEGIC APPROACH
Recognising the need for a scalable and immersive experience, the project transitioned from a traditional brand site to a more dynamic web application, named The Compass. This platform became the gateway to Red Threads, the newly developed brand site housed within Frontify, a best-in-class DAM solution.
The Compass was designed as an interactive, audio-visual experience that brought the client’s brand to life through animation, interactivity, and sound. The platform’s focus was on storytelling — ensuring employees not only accessed assets but also engaged with the brand characteristics in a way that felt fun and immersive.
Key elements of the strategic approach included:
- Mobile-first design: Prioritising accessibility for employees on the go, with a desktop version launching shortly after.
- Security-first architecture: Implementing restricted access based on three key criteria:
- Location-based access (select offices and sites).
- Organisation-wide access for all employees.
- Controlled access to Red Threads for approved Frontify users.
- Seamless integration: JavaScript, HTML, and CSS were used to create a smooth, visually engaging user interface, overcoming technical complexities across devices and browsers.
IMPACTFUL DELIVERY
The result was a compelling, high-energy digital experience that resonated with employees at every level. Compass became more than just a repository. It evolved into a brand journey, reinforcing the organisation’s values and leadership principles in a way that was both informative and entertaining.
Key outcomes:
- A mobile-first, interactive brand platform tailored to engage every employee.
- Secure and structured access to brand assets, ensuring brand consistency across all touchpoints.
- A seamless blend of animation, interactivity, and sound to create an engaging onboarding and learning experience.
Full alignment with the client’s dynamic and playful brand identity.
By strategically evolving the project beyond a basic asset repository, we created an immersive brand gateway — one that fully embodies the organisation’s creativity, energy, and distinct identity.
