Devotion

For an organisation at the heart of Australia’s electrical and communications industry, the National Electrical and Communications Association (NECA) needed more than just a website refresh – it needed a digital space that worked as hard as its members do.

With thousands of electrical professionals relying on NECA for advocacy, training, and business support, a patchwork of outdated sites wasn’t cutting it. Information was hard to find, engagement was lagging, and the system behind it all was clunky at best. It was time for something better.

The Challenge: A Complex Web of Information

NECA’s digital presence was spread across a national website and multiple state-based sites, each with its own quirks and limitations. The experience felt disconnected, and for users, navigating between group-wide resources and state-specific services was more of a maze than a guided journey.

Beyond the user experience, NECA’s internal teams struggled with content management. The system lacked flexibility, requiring outside help for even simple updates. And behind the scenes, integration with Microsoft Dynamics and NAV wasn’t as smooth as it needed to be, making data management inefficient.

The previous setup also lacked a cohesive strategy to encourage membership sign-ups and engagement. With fragmented user journeys and an inconsistent flow between group-wide and state-specific services, potential new members weren’t getting a clear picture of what NECA had to offer. Meanwhile, existing members faced unnecessary hurdles in accessing resources, training, and advocacy services, limiting their ability to engage with NECA effectively.

NECA didn’t just need a new website – it needed a smarter way to engage its members, manage its vast knowledge base, and create opportunities for growth.

The Approach: Rebuilding from the Ground Up

NECA partnered with Devotion to build a future-ready platform using Kentico Xperience 13. The goal? A site that wasn’t just visually appealing but also worked effortlessly across all touchpoints – group-wide and at the state level.

Key features of the new platform include:

• A user-first design: A fresh, modern look with intuitive navigation, ensuring members can easily find what they need – whether it’s training resources, advocacy updates, or state-specific news.
• Built to grow: The scalable architecture supports future expansions, from new services to additional system integrations, without unnecessary complexity.
• Smart CRM integration: Microsoft Dynamics CRM now works hand-in-hand with the website, tracking engagement data to help NECA better understand and support its members.
• Reimagined sales and marketing funnel: Clearer calls to action and strategic user journeys encourage membership growth and cross-sell opportunities.
• Content management: Automated workflows empower NECA’s team to manage content without relying on external developers.
• Content that works harder: A single-source publishing model allows for easy content reuse across the website, social media, events, and email campaigns, keeping messaging consistent without extra effort.
• Integration with business systems: The platform now connects with Microsoft Dynamics and NAV to provide real-time updates on membership, training, and financial transactions, reducing administrative overhead and improving efficiency.

The Impact: A Digital Space That Delivers

Following the launch of the new platform, NECA saw a 44% increase in engaged sessions, a 30% rise in new users, and an 18% boost in engagement time. These numbers are proof that a well-built digital ecosystem can transform the way an organisation connects with its community.

NECA’s internal teams are now able to manage content more efficiently, reducing reliance on external agencies for routine updates. The improved user experience has also made it easier for members to access critical resources, contributing to higher engagement and a more connected community.

And this is just the beginning. With plans to roll out an upgraded eCommerce experience powered by Kentico’s commerce capabilities, NECA’s digital presence is set to become even more powerful, offering real-time inventory and financial integrations that make purchasing and membership services even smoother.

The Takeaway: Building Digital Experiences That Work

At Devotion, we create digital experiences that work for the people who rely on them. For NECA, that meant giving its members a digital home that’s as forward-thinking and hardworking as they are.

If your organisation is facing similar challenges – outdated digital platforms, fragmented user experiences, or inefficient content management, let’s talk today.

Inabox Storage Solutions has built a reputation for creating functional, stylish storage solutions across Australia, New Zealand, and beyond since 2018. But while their physical products were evolving, their digital presence wasn’t keeping up.

With three separate websites – one for Australia, one for New Zealand, and a global site for B2B customers – the brand’s online experience was fragmented. The Australia and New Zealand sites were little more than static brochures, missing the opportunity to engage customers or drive direct value. There was no eCommerce functionality, slow load times, and limited flexibility for content updates. Meanwhile, the global site functioned primarily as a lead generation tool but lacked a user experience that truly reflected Inabox’s growing market influence.

Inabox approached Devotion with a clear goal: consolidate their web presence into a single, cohesive digital experience that better served their diverse audiences, from DIY organisers to B2B clients. They needed a platform that would allow their internal teams to manage content with ease, support eCommerce, and deliver an engaging experience for all visitors.

Our Approach – Audience First, Design Second

Before diving into development, Devotion took a step back to truly understand Inabox’s audiences. Who was visiting the site? What were they looking for? And how could the digital experience be shaped to provide real value?

By mapping out user journeys, Devotion defined a strategy that catered to both B2C and B2B customers, ensuring each visitor was guided toward relevant content, whether that was browsing storage solutions, purchasing QR Code Stickers, or learning more about Inabox’s offerings as a stockist or retailer.

Beyond understanding navigation and content needs, Devotion also considered brand perception. Inabox wanted a site that reflected their growing reputation, reinforcing their position as a leader in home organisation. This meant ensuring the site was not only functional but also visually engaging, with a fresh and modern design that resonated with their audience.

The Build – A New Digital Foundation

Inabox’s parent company, DIY Resolutions, already had experience with Storyblok, a headless CMS designed to give content creators more control over updates while maintaining a powerful, scalable backend. Moving Inabox’s websites onto the same platform made sense – not just for consistency across the brand’s digital ecosystem, but also to make content management more efficient for the internal team.

Devotion worked closely with Inabox’s internal design team, translating their conceptual designs into a full set of wireframes. The final user interface and design system were built to balance aesthetics with functionality, ensuring the site was visually engaging while prioritising ease of navigation.

One of the key upgrades was the introduction of eCommerce capabilities. While Inabox’s storage solutions remained available through retail stockists, the brand’s innovative QR Code Stickers could now be purchased directly through the website. Devotion integrated Shopify to facilitate this, providing a simple and effective purchasing experience. Additionally, Algolia was implemented to power search functionality, ensuring users could find exactly what they needed with minimal effort.

For B2B customers, the global site now provided a much-improved experience. Rather than acting as a static catalogue, it became a dynamic resource for sales teams and prospective partners, offering valuable information and the ability to register for a catalogue and request a callback.

The Impact – A Site That Works for Everyone

The result? A digital presence that doesn’t just look better – it works better.

By consolidating Inabox’s sites and introducing eCommerce, Devotion helped create an online experience that serves both individual customers and business clients. Users can now locate stockists, make direct purchases, and engage with more inspirational content – all within a site that is faster, more intuitive, and easier to manage.

For Inabox’s team, the shift to Storyblok has meant greater flexibility and independence. Content updates no longer require a developer, making it easier to keep the site fresh and aligned with the brand’s evolving needs. They now have the ability to refine product pages, update content in real-time, and ensure that customers and partners always have access to the latest information.

The numbers speak for themselves:

• 62% increase in engaged sessions
• 133% increase in users
• 116% increase in sessions

Beyond the metrics, the new site has positioned Inabox for future growth. With a digital foundation that can scale with the business, they are now better equipped to expand their offerings, reach new markets, and continue innovating in the home organisation space.

A Thoughtful Approach to Digital Transformation

This project wasn’t about making surface-level changes. It was about ensuring that every aspect of Inabox’s digital experience worked harder for the business and its customers. By focusing on strategy, design, and technology in equal measure, Devotion helped Inabox transform their website into a true asset – one that supports their goals, meets their customers’ needs, and sets them up for ongoing success.

If your digital presence isn’t working as hard as you are, it might be time for a rethink. Whether it’s refining user journeys, modernising your tech stack, or making your content more manageable, Devotion is here to help.

GPT Workplace’s digital transformation stands as an inspiring example of how a traditional property group can reimagine its digital ecosystem to meet rapidly changing market demands.

With a portfolio valued at over $34 billion across office, retail, and logistics assets nationwide, GPT Group recognised the need to modernise its legacy digital systems. Working with Devotion, the project went beyond mere consolidation of more than 25 individual sites; it reinvented the user experience to be agile, data-driven, and future-ready for one of the largest diversified property groups in Australia.

Modernising Legacy Systems for a Dynamic Future

GPT Workplace, formerly known as GPT Office, had long relied on a dispersed set of digital assets. As market demands shifted – especially in the wake of reduced inner-city office space demand post-COVID-19, the need for a more adaptable and responsive platform became clear. Devotion worked closely with GPT Workplace to tackle this challenge by adopting Kentico Xperience 13, chosen for its flexibility and scalability.

The transformation was executed in two strategic phases. The first phase introduced a ‘signpost site’ that acted as a navigational hub, guiding users to the various existing digital assets. This initial step laid the groundwork for a more radical overhaul. In the second phase, all digital content was integrated into a unified website. This new platform now offers a single view of the customer and ensures brand consistency across every interaction.

An Agile Approach to Customer Engagement

Central to the transformation was the drive to create an agile, customer-focused experience. Rather than simply consolidating assets for lead generation, the project rethought how users interact with GPT Workplace.

The new website is designed around two core pathways:

• Created for you: This pathway caters to customers seeking pre-designed solutions, offering standardised options like Space&Co and DesignSuites.
• Created by you: This alternative supports bespoke workplace solutions, providing flexibility for customers with unique requirements.

This thoughtful segmentation guides users based on their specific needs, helping them find the right solutions while gathering valuable data to inform ongoing customer engagement. By capturing key data points throughout the user journey, GPT Workplace is now positioned to offer more personalised and meaningful experiences.

The integration of advanced tools such as a drag-and-drop Page Builder, a centralised Media Library, custom forms, and intelligent search powered by Algolia, all contribute to an environment where data informs design and decision-making.

Future-Proofing the Digital Ecosystem

Rather than viewing digital consolidation as the end goal, GPT Workplace’s project was designed with an eye toward long-term growth. The decision to rebuild the digital platform on a modern, integrated system reflects a commitment to future-proofing the business. With all digital assets now residing under one umbrella, GPT Workplace can quickly respond to emerging trends and market shifts. The modernised platform not only serves as a hub for current operations but also lays the foundation for innovative digital strategies that can evolve with the changing landscape.

By creating an environment that is both agile and data-informed, GPT Workplace has ensured that its digital ecosystem can support new functionalities, improved customer interactions, and even opportunities for cross-selling and up-selling within a unified framework. This transformation demonstrates that reinvention goes beyond technology it also involves rethinking how a business interacts with its customers and adapts to external pressures.

Technical Integration and Innovation

The technical journey behind the digital reinvention was just as important as the strategic vision. The integration of multiple systems into a single, cohesive platform required careful planning and precise execution.

Devotion’s partnership with GPT Workplace resulted in the development of bespoke modules tailored to the group’s unique needs. These custom modules work together with Kentico Xperience 13’s robust capabilities to ensure that every digital touchpoint reflects the brand’s values and goals.

Key components of the new platform include:

• Drag-and-Drop Page Builder: Allowing content authors to manage and adjust page layouts with minimal reliance on developer intervention.
• Centralised Media Library: Enabling consistent management of digital assets, ensuring that imagery, video, and other content remain on-brand across all pages.
• Custom Forms: Supporting lead capture and facilitating tailored communication strategies based on user input.
• Intelligent Search with Algolia: Delivering quick and relevant results, which helps users find office, meeting, and event spaces efficiently.

These technological integrations underpin a system designed to not only meet current demands but also to adapt as those demands evolve.

Embracing Agility in a Changing Market

The transformation of GPT Workplace’s digital ecosystem is a microcosm of the broader shifts taking place across industries. As traditional sectors grapple with rapid technological change and shifting consumer expectations, the project highlights several key lessons:

• Strategic phasing is essential: Tackling the project in distinct phases allowed GPT Workplace to maintain continuity while gradually introducing innovative elements.
• User-centric design drives success: By focusing on clearly defined customer segments and mapping their journeys, the platform supports more meaningful interactions and builds a foundation for data-driven decision-making.
• Future-ready infrastructure matters: Investing in a flexible, integrated system ensures that the digital ecosystem can evolve alongside market trends, safeguarding the business against future disruptions.

Through this transformation, GPT Workplace has not only consolidated its digital presence but also redefined what it means to be agile in a fast-changing market.

Embracing a New Digital Narrative

GPT Workplace’s digital transformation is a reinvention of what a modern digital presence can be. By addressing the challenges of a fragmented legacy system head-on, this project has laid the groundwork for a dynamic digital future. It’s a story of evolution, where data-driven decision-making and customer-centric design converge to create an agile ecosystem ready for whatever comes next.

For nearly three decades, Abergeldie Complex Infrastructure has been building better communities – constructing bridges, roads, tunnels, and renewable energy storage solutions across Australia and New Zealand. But as their business evolved, their digital presence needed to evolve with it. Their existing website, built on WordPress, had become outdated, difficult to manage, and no longer reflected their position as a strategic leader in infrastructure.

That’s where Devotion came in.

Abergeldie’s Digital Challenge

Abergeldie’s website wasn’t designed to drive direct conversions. Instead, it served as a credibility check – a place for clients, prospective clients, and future employees to validate Abergeldie’s expertise. However, the site was increasingly difficult to update, lacked security and flexibility, and failed to communicate the company’s evolving brand and market positioning.

With the departure of the original website administrator, internal teams found themselves locked out of the ability to effectively manage content. Sporadic support and an aging CMS made website updates a frustrating experience. To reposition Abergeldie as an industry leader, they needed a modern, intuitive, and scalable digital platform.

The Solution? A Future-Proofed Digital Platform

Devotion partnered with Abergeldie to create a website that was as strong and adaptable as the infrastructure they build. The project began with a deep dive into their audience groups, identifying the key needs of current customers, prospective clients, and future employees.

Through extensive user research, it became clear that while prospective and existing clients had different touchpoints, their information needs were closely aligned. This insight shaped the website’s structure, ensuring a seamless experience for all users.

Since Abergeldie’s brand refresh was happening simultaneously, the website became the first live instance of their new identity. This required an iterative design approach to align with stakeholder expectations while ensuring the site remained user-friendly and easy to manage.

Following a CMS review, Abergeldie selected Xperience by Kentico – a hybrid headless content management system that provided the flexibility, security, and usability they needed. This was a significant shift from their previous platform, providing a more robust solution that allowed content teams to create and manage pages with ease.

To boost functionality, Devotion integrated Algolia for advanced search capabilities, ensuring users could quickly find relevant information. Additionally, Teamtailor was implemented to optimise recruitment workflows, helping Abergeldie attract and hire top talent more effectively.

The Results: A Strategic Digital Presence

When the new website launched in June 2024, it marked a significant step forward for

Abergeldie’s digital presence. The improvements were immediate: 100% increase in average engagement time 56% increase in career-initiated sessions.

Beyond the numbers, Abergeldie’s internal teams gained greater autonomy over content creation, reducing reliance on external support. The new platform empowered them to maintain their digital presence with confidence, using a visual editor that made content updates simple. The ease of managing content in-house allowed them to focus more on their strategic initiatives rather than technical roadblocks.

The improved user experience meant that both existing and prospective clients could now navigate the site effortlessly, reinforcing Abergeldie’s industry authority and credibility. The upgraded search functionality and intuitive navigation streamlined information discovery, making it easier for clients to explore Abergeldie’s extensive portfolio of infrastructure projects.

A Kentico Site of the Year 2024 Winner

The impact of Abergeldie’s new website didn’t go unnoticed. Devotion’s work on the project was recognised with a Kentico Site of the Year 2024 Award in the Manufacturing category – a testament to the expert blend of strategy, design, and technology that brought Abergeldie’s vision to life.

This recognition highlights not just the technical execution but also the collaborative approach that ensured the project met both business and user needs. Abergeldie’s site is now a benchmark in the industry, demonstrating how digital innovation can elevate an organisation’s brand and positioning.

Building for the Future

Abergeldie’s expertise lies in creating infrastructure that stands the test of time. Now, their website does the same. With a scalable, flexible, and intuitive digital platform in place, they can continue building better communities – both on the ground and online.

If your organisation is looking for a strategic partner to refine your digital presence, improve user experience, and streamline content management, Devotion is here to help. Our expertise in UX research, UI design, technical architecture, and CMS development ensures that your brand stands out in a competitive market.

Read the full Abergeldie case study on Devotion’s website and discover how we can help build a digital foundation tailored to your business needs.

A rebrand and new digital platform that champions best in class customer experience and drives conversion by Devotion.

Background

Entire Travel Group live, breathe, and dream travel. They don’t just call themselves “experts” – they back it up by immersing themselves in the destinations they represent, building strong relationships on the ground, and identifying exclusive products and curated experiences for B2B and B2C customers.

In 2019, ETG underwent a re-brand, consolidating ten destination-specific brands into a single unified offering. To support this, a single unified digital platform was required. The platform needed to be easy to manage and maintain, as well as provide the capability to capitalize on the consolidated traffic and increased search visibility of a singular destination (website).

The Challenge

A significant challenge for this project was ensuring that the new platform could work as both a customer-facing website, as well as a selling tool for the business’ own salespeople. Finding this balance was critical – and led to Devotion creating site features that would ensure an uplift in sales enquiries, as well as support the promotion of upselling, cross-selling, and customer browsing.

Another key challenge was the fact that ETG’s products are quite varied in cost – based on the customer’s departure city, date, class of flight, and any deals that may be in play. Though there’s no cart functionality, capturing this information and providing an accurate quote for the trip was paramount, and required some careful and smart configuration.

The Solution

To ensure the new website build catered for the needs of ETG’s customers and salespeople, Devotion developed personas, user stories, and customer journeys, to help inform the experience and features required for varied audiences.

To encourage an uplift in enquiries, Devotion dedicated significant time to creating features that promoted upselling and cross-selling and supported customers’ desire to browse available tours. The new website uses faceted search to help visitors quickly refine their options and focuses on driving users to a measured conversion.

The updated IA and faceted search supported the various ways a customer books their holidays: by destination, by experience, or by price. Each package integrates with Google Maps and has content created around the destination, the itinerary, and available departures with associated costs – highlighting ETG’s expertise and in-depth knowledge as experts in travel. Customers and agents can download or email the package detail as a PDF to help with their enquiries, and confer with friends and family.

The site uses the best of Kentico EMS (Enterprise Marketing Solution), providing CMS admins with the ability to build customized campaign landing pages and emails. In addition, a test and learn approach is in place, ensuring continual optimization of the customer journey.

Devotion also built a bespoke enquiry management tool, so agents can track, assign, and manage all onsite visitors and enquiries. This back-office function ensures the platform is deeply integrated with the business and not seen as just a customer-facing marketing tool.

The Results

Results have been extremely positive with significant uplift seen across the board.

When Devotion compare the website’s performance for the two months post-launch with two months prior, they see a:

• 2,042% increase in users
• 39% increase in pages per session
• 1,841% increase in organic search traffic
• 2,849% increase in page views
• 75% increase in average session duration
• 8% decrease in bounce rate

Brad McDonnell CEO, Entire Travel Group said:

“Kentico has proven itself to be the reliable and cost-effective solution we required at Entire Travel Group. We were very impressed with the extensive functionality, particularly the additional marketing solutions to support the website. The software was the first step, however, without the right partner, we could not have achieved our objectives. From day one, the Team at Devotion carefully considered our business needs, they analyzed our industry and competitors, designed a very attractive website, and built a solid platform from which our business can grow and expand in the future.

We’ve had fantastic feedback from our B2B travel agent customers, including comments like ‘fast and easy to use’ and ‘finally a website built by travel people for travel people’. At Entire Travel Group, we are very confident in our partnership with the Kentico platform managed by the team at Devotion.”

Devotion designed the new digital platform of Real Pet Food Company. Their main goal was to deliver consistency and efficiency across the suite of local and international brands.

Real Pet Food Company

An eCommerce enabled digital platform that drives the digital presence for some of the world’s fastest-growing pet food brands.

Background

Real Pet Food Company started life in Queensland under the name V.I.P. Petfoods in 1994. Since then, it has grown into an internationally recognised brand and series of consumer-brands, under the Real Pet Food Company name.
In November 2017, the business was acquired by one of Asia Pacific’s leading investors. The vision is simple – to be a Top 5 Global Pet Food Business by 2022 by continuing to produce healthy, nutritious, and real food for dogs and cats!

The Challenge

Real Pet Food Company were on Kentico and had been using it for some time. The consumer websites for their flagship brands, including Ivory Coat, Billy + Margot, and Farmers Market, were failing to engage, drive conversion, and deliver value back to the consumer.

Additionally, they were proving increasingly difficult to manage, and a full digital ecosystem rebuild was required. The primary goal for this was to deliver platform consistency and efficiency across the suite of brands and ensure ease of rollout to key strategic markets, including the USA, UK, and China.

The Solution

When architecting the new platform, Devotion had to approach it from a strategic rollout point of view. What consumer brands needed to be in what market and by when? This simple starting point allowed for the prioritisation of features, functionality, and ultimately design. As the platform was designed to underpin every website being delivered, their focus had to be initially broad, to ensure the approach of Devotion catered to all users and their specific use cases.

Their approach to UX focused on elevating the individual product propositions within each brand, and clearly communicating to the customer why they should buy that particular product for their pet. It sounds easy, but in a category, that’s experiencing such growth, delivering an easily understood “reason for being”, can be challenging. As this platform was being architected to service all brands, consideration also needed to be given to defining the eCommerce angle, as some brands sell online (to some audiences), and only in some markets.

Kentico EMS was selected for its extremely powerful content management capabilities as well as the ability to automate much of Real Pet Food Company’s digital marketing needs. A detailed integration with SKUvantage has been undertaken, as all product information resides within this third-party system.

Kentico EMS allows for the delivery of “culture” versions of the website to different markets. This has enabled Devotion to roll out versions with different products, language, and at times, visuals. For a business and group of brands expanding at such speed, this capability is of paramount importance.

Design-wise, each brand had to be seen to be clean, simple, and “retail focussed”. Design thinking from a mobile-first perspective was also key, to ensure ease of customer access to further information when shopping.

The result is a digital platform capable of servicing the entire Real Pet Food Company suite of brands, locally and internationally.

Fleetcare approached Devotion, looking to reinvigorate their digital presence, with a new brand, updated infrastructure, and improved user experience.

Background

The Fleetcare story began in 1989 with the launch of a 100% independent Australian fleet management business. Fleetcare understood Australian drivers and Australian conditions, didn’t face demands from overseas shareholders, and, most importantly, put people at its centre. The business quickly grew in a highly competitive business environment. Technological innovation and application of bespoke reporting software became a key part of their success story.

The Challenge

Fleetcare were on an outdated, locked-down version of Kentico. They were restricted by a poor CMS implementation, and ineffective integrations with their marketing platform (Pardot) and CRM (Salesforce). The Fleetcare website was failing to provide optimised customer journeys and was ineffective in the funneling of leads to the sales team.

The site needed to be able to answer the requirements of Fleetcare’s distinct audiences (businesses and consumers), as well as engage prospects and current customers through marketing automation and campaigns. It needed to provide excellent customer experience, as well as be usable across all devices.

The Solution

The new website was launched in early November 2018, with a refined focus on the eight Fleetcare personas – four business and four consumer – and a rejuvenated brand. The underlying message was that Fleetcare ‘knew the way’, and this was made evident across the site.

The new site, though still on Kentico, was developed in such a way so as to make full use of Kentico’s flexibility and extensibility. Fleetcare content managers are now able to easily create new pages, update existing with new components, create campaign landing pages – complete with forms, and build a sense of community with their blog comments and chat function.

A key deliverable of the project was to replace and decommission Pardot (Salesforce) – Fleetcare’s campaign and marketing automation management tool. This required a custom integration between Kentico and Salesforce, with uni- and bidirectional syncing of a number of contact fields.

All of Fleetcare’s marketing automation workflows, campaigns, and email templates, were rebuilt in Kentico EMS. Data flows as necessary between Kentico and Salesforce; Fleetcare can add new fields to sync, relatively effortlessly.

Design-wise, in tandem with Fleetcare’s site being rebuilt, Devotion worked with the Fleetdynamics team to re-skin and improve the UX of their telematics product. There is a more seamless experience for telematic users. In addition, they are now able to make use of much of the desktop functionality, on mobile – something that wasn’t available previously.

The result is a consistent-looking, persona-driven digital platform, that allows Fleetcare to effectively market to and manage their contacts and leads.

The Results

The new site is much more usable than the old – catering to the needs of Fleetcare’s varied audiences, and allowing them to discover more content relevant to them.

Comparing the 3 months to February 2019 (Nov 2018 – Feb 2019) to the same period a year prior.

• 101% increase in pages/session
• 66% increase in pageviews
• 28% decrease in bounce rate
• 57% increase in avg. duration
• 120% increase in form submissions
• 101% increase in key page views

What Did They Say?

Kate Walker, Marketing & Brand Manager at Fleetcare stated:

“Devotion take the complex process of building a highly engaging digital presence and make it simple. They do this by taking the time to truly understand our business’s strategic goals, personas, customer journeys, products and services.”

A visually striking and content-rich website created by Devotion which focuses on the dissemination of knowledge of Australian wine.

BACKGROUND

Australian Wine is the consumer-facing side of Wine Australia – the statutory government authority that invests in research and development (R&D), marketing, disseminating knowledge, encouraging adoption and protecting the reputation of Australian wine, both domestically and internationally. Wine Australia wanted a means to disseminate information about Australian wines – varietals, regions, and makers – with the goal of persuading, influencing, and educating global consumers about Australian wine.

THE CHALLENGE

Having a consumer-facing website was a new strategic direction for Wine Australia, having previously pushed the single destination, multiple audience model. Budgets were limited, and had to stretch to cover a new brand positioning, as the corporate branding did not reflect how the business wanted Australian Wine to be perceived by global consumers, as well as development and any associated licensing. The third challenge was time – they needed something up within 10 weeks of the project kick-off.

THE SOLUTION

Devotion worked with R/GA to deliver the project, as R/GA were responsible for delivering the Australian Wine, ‘Made Our Way’ brand positioning.

Both speed to market and budget pointed to the use of Kentico Cloud as a CMS: we could streamline the timeline by building the platform at the same time as the brand and look and feel were being designed (after wireframe approval), and then overlay the design once it had been signed off; content could be entered into the CMS during the front-end build.

Though this sounded ideal in theory, because the brand, UX, and design were the responsibility of R/GA, collaboration throughout the project lifecycle was key.

Wine Australia wanted to be able to provide a rich and informative experience to global consumers. Given the large number of consumers in China, they also wanted the site available in Mandarin. Kentico Cloud made it easy to set the site up to be multilingual, allowing Wine Australia to translate both content and labels that would be hard-coded in a normal site build. Also, with the built-in flexibility of Cloud, Wine Australia could easily publish additional content when and as it became available.

The result is a visually rich and content deep site, that encourages global consumers to seek out and purchase Australian wine.

While the website is new (soft launch in September 2018), early statistics are indicating significant user value through repeat visitation and time spent onsite.