Our Client
Richards Hose Ltd (RHL) are an established stockist and manufacturer of layflat hoses and fluid transfer solutions. They provide a wide range of delivery hoses and related products for fire brigades, industry and the agricultural sector.
Objectives
As part of an ongoing refresh of all customer facing materials Into the White were appointed to re-brand the core company identity and re-assess the page structure and navigation of the company website.
A cleaner, brighter appearance for both the core branding and website was desired along with improved product photography. A comprehensive assessment of the website content was required as the number of pages on the existing site had grown substantially over time and the user experience had suffered from a confusing navigation structure.
A managed migration away from the existing website platform and hosting was also required with attention paid to retaining and enhancing natural search engine rankings.
Our Response
We developed a series of potential logo options and motifs for the core company branding with both new design concepts and refinements to the original company logo. The chosen route modifies a solid slab serif typeface, joining the letterforms to form a single flowing line. The circular motif incorporates three flowing curves to represent motion and flow and is coloured to connote the four elements.
The website structure was assessed in detail to consider the user experience, maximise search engine optimisation performance and content flow. We created new sector pages to provide relevant landing points for visitors with specific industry requirements that link through to key product pages.
The total number of site pages was reduced by over 50% and 301 redirects were set up for all previous pages to ensure search engine continuity. This was achieved by assessing and grouping many of the accessory product pages, incorporating accordion drop downs to ensure these pages do not feel too text heavy. Visit our Website Design.
