DIGITAL: U+I Corporate website

How do you show that you are distinctive in your industry?

Use a storytelling approach to show how everything is connected

U+I is a property developer and investor with a £9.5 billion+ portfolio of complex, mixed-use, community focused regeneration projects. With such a rich and engaging story to tell, Gather was appointed as their new digital partner in September 2018. The first project was the delivery of a new corporate website.

Challenge

Over the past 3 years, U+I has built a strong brand and portfolio of projects. Their website had not kept pace with their development and needed to be re-aligned with the company’s progressive brand and core values: imagination, intelligence and audacity. A more intelligent navigation was required to improve user experience and showcase U+I’s impressive portfolio of regeneration projects through more interactive and engaging content. The content needed to be organised and presented in a way that was accessible to a wide range of audiences viewing the site from any device or browser.

Action

We ran weekly meetings with the project team throughout the ‘define’ and ‘create’ phases. We explored the key content in each section of the site and developed creative ideas that reflected the vision and values. We explored their ‘purpose’ and visualised how this could be communicated on the website and how ‘purpose drives performance’ should be central to the content and design.

With this ‘content first’ approach we pushed ourselves creatively at every stage to create a better way of communicating the salient points of each section of the site.

Impact

Our content first approach helped us connect the corporate story and investment case, with the community-focused, regeneration stories in the portfolio. Our understanding of the story and the client helped us deliver the content through different formats, including video, infographics and animation. The result is an experience-led site that is tactile and well organised.

We launched the site in December 2018 after four months. Analytics showed a significant technical improvement, which was a key goal for the client. We measure all of our website using the Google Lighthouse report which scores sites on performance, accessibility, best practices and SEO. The new U+I corporate website scores as follows (against the Google lighthouse criteria):

Performance – 91/100
Accessibility – 79/100
Best practices – 87/100
SEO – 90/100

Take a look at the finished project.

 

SERVICES

  • Content strategy
  • Digital strategy
  • UX design
  • CMS Implementation
  • Development and testing
  • Hosting and analytics measurement