Thomas Franks is an international catering company, known as an industry leader within the corporate and independent school sectors. After previously working with the Thomas Franks team on various projects over several years, they approached us looking to transform their stale website as part of a wider rebrand project.
Upon an initial assessment against the new brand positioning, it was clear that the existing website was no longer effectively representing the business and their passion for food. Visuals had begun to look tired and issues with content population had left areas of the site seemingly neglected. And with an aim of repositioning the brand to feel more luxurious and premium, the user experience had to match up with the brand promise.
Starting with a new streamlined sitemap, we began work on simplifying the user journey while adding flexible new features such as case studies, designed to appeal to their target audience. By smart tagging case studies and news within WordPress, the in-house marketing team is now able to produce content that distributes automatically, ensuring the most popular pages of the site remain fresh and timely.
Next, it was key to focus on the visual elements of the website with the idea of developing a more premium, yet unique look. Alongside an internal branding project, we worked with Thomas Franks to develop an exciting visual style that would set them apart from the competition – playing on more professional branding elements that would give them a unique edge.
With the visual plan starting to take shape, it was decided that the homepage would become a brand statement. Sleek visuals were being used across the site but we wanted to go one step further for the homepage – introducing a striking video and subtle motion graphics that would engage the user and improve the overall experience of the site. In addition, to cater to Thomas Franks’ international audience, specific landing pages host localised imagery of landscapes and traditional foods.
The newly designed and developed website offers a fresh new take on the brand. High quality visuals effectively tell the story of Thomas Franks, while new features offer their internal team an improved flexibility towards content strategy and future-proof for further international expansion.
The new homepage – the visual pillar of the site – invites visitors in with a professionally shot header video and interactive sliding panels that simplify the user journey – all while reinforcing Thomas Franks as the leader in their field.