Fulfil with Synergy
Digital upgrade
fulfilwithsynergy.com
Background
With the rebrand in place, we turned out attentions to the website. Aside from the brand platform, and new identity this was always the piece that the rebrand was going to turn into.
The existing WordPress site had served its purpose, but, similarly to the existing brand, it felt dated and restrictive. It didn’t convey the progression and tone of the new brand or support the way the business operates. We needed to breathe life into a digital representation of this rebrand.
Objectives
The goal was to create a responsive digital presence that felt alive, bold and human, while clearly communicating scale, capability and momentum. And it needed to work for a range of internal and external audiences, from growing brands looking for reassurance, to more established businesses wanting a clear understanding of capability, and customer service and sales teams that could confidently direct people to.
Challenges
Fulfilment is complex by nature. The challenge was explaining that complexity clearly, without overwhelming people or slipping into (too much) jargon. Let’s face it there will be some!
Another genuine challenge was content. Much of what existed had been pulled together over time across websites, proposals and sales decks, all written in slightly different tones. We needed to rewrite it all in a single, consistent tone. It needed to become Fulfil with Synergy, without becoming overly technical or drawn out. The aim was always to get straight to the point and say what mattered, not write for writing’s sake.
Solution
The whole process started with conversations around what worked and what didn’t on the existing site and examples of favoured sites. Visual concepts which evolved into six rounds of concept design, with each iteration feed into the UI/UX for the site, shaping structure, layout and messaging. And once we were in build, as naturally happens, things continued to evolve. We chose Webflow as a base platform deliberately. It gave us the flexibility to design and build something bespoke, secure and scalable, without relying on layers of plugins or workarounds.
As content took shape and the site began to live and breathe, decisions were refined and adjusted in context. Once in build, the site evolved naturally; structure, layout, hierarchy and messaging all shifted as real user journeys became clearer. We took a deliberate decision to lean more heavily into motion than static imagery, to better reflect the pace and constant movement of a modern 3PL operation. Working again with Mark Lloyd, we captured the operation from the inside out; using drones, GoPros and in-system footage to show how people and technology work together in real time.
Results
The finished website feels confident, considered and purposeful. It supports sales conversations, builds trust, and gives Fulfil with Synergy a digital platform that can grow and adapt as the business continues to move forward.