A new website was the focal point for the Alliance rebranding initiative. The website tells the story of how the company leads its sector, how it became a billion dollar business, and what it can do for you, the visitor.
Website development began as soon as all brand models for the group and individual product brands were clarified and approved. Story and navigation were developed first. This allowed stakeholders to understand exactly how each brands and sub-brand would be communicated. Copywriting/navigation-led also helps to ensure better usability for visitors.
The full website launch coincided with the largely digital rebrand launch campaign, beginning a new chapter in the Alliance story.
Leadership in vision – The sophisticated modern design of the website tangibly positioned Alliance and its brands as the sector leaders with premium brands and products.
Brand building clarity – By launching a complete website with the rebrand Alliance was able to clarify its full business story for all stakeholders.
Internationally accessible – Non-native English speakers are a major audience for Alliance, even in the USA. The simple, direct copywriting avoided local idioms and jargon.