SLX Group are a global components and technology supplier to marine and land-based industries. With a heritage dating back to 1935, their growth and diversification has been at the forefront of industrial change. Their reach and expertise helps to maintain many of the world’s traditional industrial systems whilst also bringing forth renewable future technologies.
We began working with SLX to help them navigate through this transformation with a complete rebrand to reflect their changing organisational structure and renewable priorities – moving their traditional, fossil fuel focussed brand identity into the modern, renewable space.
Before
After
“I am very pleased with the outcome of our website restructuring project with Fruitful. After having requested input from customers and brainstormed the content structure, Fruitful used their talents to implement all of the design study output and the result is our current website with a much clearer path for our customers to navigate to their required information. Feedback about the new-look website from customers has been hugely positive and I am very proud of the work we have done with Fruitful to implement such an improvement. The SEO results are much more positive with our ranking moving quickly up to page one of results for our primary products and service.”
With our latest collaboration to create a new group website we have helped SLX Group define the new era for their organisation – clarifying the structure and marketing of their group of brands and developing a unified digital platform to help them supply and support their customers better – at sea, on land and online.
Our internal workshops with their team revealed that the website needed to be instrumental in their digital marketing strategy to enter new markets and attract new customers. They need to be on the page when people Google the specialised products, brands and services they offer – and they needed a flexible and connected content management system to make this happen. We designed a content and navigational structure to integrate their most important sales focussed content – people, products, brands, services and industries. Our versatile CMS enables their team to manage and publish targeted, relevant content to reach specific search terms and trends quickly, anywhere on the site.
The new site also needed to be an effective storytelling tool for SLX – they wanted freedom and flexibility to explain their evolving company structure, team and partners, promote their expanding global network and showcase their heritage. Our content modelling process allowed us to embrace all this and design a system that would continue to grow with them.
Our interviews with their customers engineering and purchaser staff were a gold mine of insights into how we could make the site as useful and efficient as possible. These interactions always help us inform, validate and refine the content and navigation structure we are developing and this project was no different – these people were part of the conversation from the planning stage. What was amazing in this case was how many great feature and functionality ideas we got from talking through their processes. Language barriers, WhatsApp, low bandwidth and speaking to the right person first time – these things, and many others, all became part of the fabric of our interface design.
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