JAMES HARDIE DIGITAL BRAND RESTRUCTURE PROPOSAL
The purpose of this proposal was to globally harmonize the brand representation and experiences across all websites (local and corporate) while providing the flexibility and scale to achieve regional objectives. This exercise included streamlining:
60 Sites 11 Templates 5 Brands 11 Languages
Step 1: Evolve the digital ecosystem
The existing digital ecosystem had no central, global experience. The market sites were not only not connected to each other (physically or creatively), but there was no way of presenting a cohesive, global vision and no real home for content typically found on a corporate website such as investor information, careers, news and culture.
Current
Proposed
Step 2: Create the centralized global hub
Identify the corporate site end-users
Develop the corporate site content, features + site architecture
Illustrate how the content and features will exist within the website, and connect to individual global markets
Step 3 : Harmonize the brand across all markets
Identify the market-level end-users
Audit the existing site content within each market site
Create a base content structure that can be applied to all market sites
Pressure test the base structure against each market
Illustrate how the content and features will exist within the website, and connect to the broader global brand