2015 Winners & Shortlists

Creative Execution

The approach to the design and experience was mobile-first. We designed and developed a series of responsive templates, fully optimised to give the same experience across every platform and touchpoint. The new visual style was an evolution of the brand identity, already strong in market. We also worked on content and tone of voice. The new site is built on Adobe technologies and the experience maintained through Adobe Experience Manager (AEM). The new infrastructure removes technical constraints, giving more power to the marketing and communication teams to move quickly, updating content, implementing contextual marketing and personalising experiences for key users.

The result is a customer centric, mobile-first website redesign encompassing a completely new technology platform, improved user interface and experience, new visual identity and tone of voice. The new NBAD website delivers a standout market and region digital experience and signals the intent to reconnect to their customers. The website is the visible part, but is really the shop window for massive changes that have taken place technically and organisationally as part of the project. The organisation have joined us on a phenomenal journey, from workshops to a completely new infrastructure and public-facing website in just 6 months.

The National Bank of Abu Dhabi chose us as their partner on their journey to digital transformation across their business. The launch of their new website, envisioned, designed, built and written by us is a first, significant step on that evolution. The existing website was built using Sharepoint, it had taken three years to get to where it was and had afforded little in terms of flexibility to the organisation and those updating and managing content, but at the time, that’s where the money was going. We started with the customer, to define a new site structure and identify what content would resonate and drive better engagement and sales. This helped inform the content strategy and tone of voice work, which included developing a consistent tone and language, that could be flexed for different audiences, and which could be localised without any loss of meaning or impact.