W M Donald is a thriving business which has built up an exceptional reputation through word of mouth. Completing large scale construction projects for numerous clients throughout the North East of Scotland, the skilled workforce provides many services. However, this was not immediately clear from their website which focused more on news and updates.
Though updating the website frequently is certainly a good thing to do, the website was lacking clarity concerning the actual services that W M Donald could provide to a potential client. Seeking growth in new markets, W M Donald needed to audit their full range of marketing materials and identify where improvements could be made.
We set up a half-day marketing workshop, which involved the entire management team, and drilled down to the key vision and values that make W M Donald who they are. The workshop covered ten different elements and allowed us to fully understand the company’s goals and aspirations which could then inform our design.
The most important differentiator to come out of our talks with W M Donald was the skills and expertise of the workforce. Seen as going above and beyond in any task, it was important to showcase and highlight this as a reason for potential clients to seek out more information.
It was important, as part of all marketing activity, to build up a bank of high quality images which could be used in the brochure and website design, as well as in any other future promotional materials. By making members of the W M Donald workforce the central focus of the imagery, we showcased their commitment to construction projects and the expertise that they bring. As we said before, it is key element that sets them apart.
We simplified all content for the website and brochure design to ensure that the core services were immediately apparent to those seeing W M Donald for the first time. Though the company is well known within the North East area, it was important to clearly display the services so that a potential customer who has never heard of W M Donald understands the company and what they do from the very beginning.
The work undertaken also involved the design of icons for signposting the core services to make navigation even easier for potential customers. We have also designed data sheets which give more detailed information to those who have taken an interest in the company and want to find out more.
“The most important element of any design project, before you look at anything else, is to understand the client. Every piece of marketing material has a reason and a purpose and it is vital to solidify that reason and purpose from the get-go. That is why we needed to meet with W M Donald face-to-face over an extended meeting and ask them every question that we could think of that might instruct our design choices. There are so many things which may not seem relevant at the time, but they can uncover something truly unique about a client that can be the key to differentiating them in the market. And it also means that you don’t end up making assumptions about a brand which can steer you in the completely wrong direction and take away from the essence of the company itself.”
- Adrian Aerts, Design Lead
“As a creative agency, it’s our job to bring all elements of a company’s brand together to deliver a cohesive, clear message. W M Donald have ground-breaking technology and know what is required for many different services, but it is the people who undertake the work that make the real difference. Without the knowledge they’ve cultivated over several years of service, as well as their dedication to delivering this good service, W M Donald would not have built up the reputation that they have today. We wanted to showcase that as best we could and ensure that approachable, hard-working individuals remained at the forefront of the brand.”
- Isla Stewart, Account Manager