Access Digital, the specialist digital arm of the Manchester based creative agency launches the Deb Group website this week, following a year of consultation and development. The website (www.debgroup.com) is the corporate face of Deb Group, whose vision is to be "the world's leading away from home skincare-system company".
The website, currently featuring over 120 pages and all of Deb Group's product range details, was developed alongside a branding evolution project which Access' creatives worked closely with Deb's marketing team to deliver. The branding evolution was the catalyst for the site's creative development, and not only has it refreshed the look and feel of the group, but it has also helped to bring consistency to the branding and marketing activity of the 21 companies throughout the world, that make up Deb Group.
The site will provide Deb with a global communications platform to develop its core business and will help to raise the profile of group within emerging markets, as the company strives to become market leader in the away from home skincare marketplace.
Access Digital was tasked with creating a look and feel for the site that creates a strong visual link between on and off line marketing campaigns, and to create customer recognition of its brand identity and its associated products and services.
The website utilises a Content Management System, allowing Deb Group to take editorial control, quickly and easily publishing updates to keep its customers constantly informed of product updates and educational insights. The English language version will act as a platform to roll out across ten other language variations, with the aim of reinforcing this consistency across all Deb Group companies; further language versions are anticipated at a later date. The site has been built to be search engine friendly, aimed at quickly establishing a high profile for web searches related to Deb's target industries, extensive product range and product categories.
And it is hoped that once the site is launched, more interactive elements will be integrated to help increase the amount of interaction with visitors and their length of stay. This is part of phase two which as well as translations will include email marketing and sector specific campaigns to help to build Deb's customer intelligence.
Since Access began working with Deb last summer the team has already successfully delivered a huge two story exhibition stand for the Interclean show in Amsterdam, all the materials for Deb's annual group conference, photography which reflects the group's new brand values, and a raft of new marketing literature, translated for Deb's key territories.
Paul Blount, Deb Group's European Marketing Director, worked very closely with Access' digital and creative teams to deliver the site. He comments: "It was crucial that we got this site right as it's the first of 10 language versions so we were at pains to make sure we were happy with every last detail, and running this alongside the branding project meant that sometimes the branding affected the website and vice versa, but we got there and I'm immensely proud of the results.
"The team at Access worked hard and has delivered a comprehensive site which truly represents Deb Group; our brand values and where we want to be as an organisation. They provided technical solutions to the issues we faced and I'm glad to say I think the site is both usable and inviting."
Mark Hope, Access' Digital Director adds: "We needed to take a very adaptive approach to the development of this website as Deb's branding and product strategy was evolving at the same time. We're extremely proud of the site and the feedback it has received so far. It's way ahead of the current industry competitors, both in terms of creative execution, richness of content and technical delivery. We look forward to working with Deb to make sure it stays that way."
