A Tasty New Website

The organisation supports over 450 members, offering benefits including business development, supply chain efficiencies, market intelligence, and professional services. It sets the Food and Drink sector strategy for Scotland and provides insights and intelligence through The Academy and The Knowledge Bank training courses and industry accreditations – designed to help businesses understand their customer base and expand into new markets locally and globally.

Our brief was to redesign and consolidate their corporate website (4000 pages) and two microsites into a cohesive, user-friendly platform with enhanced navigation, functionality, content management, and brand presentation.

Discovery

We work collaboratively with the Scotland Food & Drink team to site map the existing website, documenting key areas/content, issues, and functionality. We carried out performance audits from a content, UX, analytics and SEO perspective – reporting on existing positives and negatives, and through desk research we studied strategic documentation to fully understand their mission and vision.

Through discovery workshops we identified and prioritised stakeholders and their needs before carrying out interviews to gain a deeper understanding of the organisation’s services, and the needs of their users – identifying existing pain points, frustrations and then tailoring our solution to suit.

Delivery

Our new site structure, wireframes and visual prototypes were then iteratively user-tested to ensure a user centric, evidence-based approach to a new structure and content with a clear and supercharged navigation.

The website was built using the Umbraco CMS, utilising a component-based architecture that afforded the client a high degree of flexibility they didn’t have previously and empowering the SF&D marketing team with the confidence to build, manage and take complete ownership of structure and content.

New copy, photography and films

Working closely with the SF&D team we co-wrote copy for key pages and ensured the photography selection incorporated (real) people, products and places – capturing the tone of voice of the Food and Drinks industry in Scotland.

We produced a series of member story films – capturing the support provided by Scotland Food & Drink. Our films served as powerful social proof of the benefits of membership, created to help drive an increase in membership sign-ups. We created films with Mackie’s of Scotland, Bon Accord Soft Drinks and the family-owned John Gilmour Butchers seen below …

Our client considers the new website to be truly transformative. This was achieved through collaboration and by creating an enhanced user experience, alongside leveraging new content and reinforcing the pivotal role the organisation plays in supporting Scotland's Food and Drink industry.

Feast your eyes and ears on our tasty new website foodanddrink.scot, and the films we created:

• Mackie’s of Scotland

• Bon Accord Soft Drinks

• John Gilmour Butchers