Toward a new brand architecture
Originally formed in 1983 to provide Stena with ship management services, Northern Marine Group (NMG) now manages in excess of 150 vessels worldwide having acquired numerous companies and clients over the years. The acquisition of the Clyde Group in 2015 expanded their service offering significantly, creating challenges in the way their entire suite of brands and websites were structured and marketed online.
Our task was to review the group’s websites and establish a brand architecture to accurately reflect NMG’s business structure and service provision. Core to the brief was the redesign and build of the main group site and two subsidiary sites – Northern Marine Ltd and Northern Marine Manning Services.
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Multi-site approach
To bring an element of consistency to both the CMS workflow and ensure that the visual presentation would be on brand, we created and stress tested a series of themeable templates and components to cover the elements present across all of the sites.
Brand reinforcement & refined user experience
When considering the visual approach, we worked closely with Stena’s design system to reinforce the group brand, utilising the core assets to develop NMG’s digital estate.
We showcased and defined the services more effectively on the parent site and created clear user journeys through to the subsidiary websites. We brought clarity to the group offer by introducing a unique ‘global signpost’ to the eight subsidiaries to clearly segment each business area and make it easier for customers to find the service and website relevant to them.
Collaboration for a seamless experience
Working closely with the 3rd party development team who provide Northern Marine Manning Services' off-shore jobs vacancy board, we provided front-end templates for them to integrate into their recruitment framework. This resulted in a seamless user experience across different sites.
Result
"Working with 999 Design was a smooth process that resulted in a suite of dynamic, contemporary websites. Despite our additional unexpected requests mid-project, they still delivered the sites within our set timescales and to a high standard."
The NMG marketing Team