Redesigning for Impact: Natura’s Digital Evolution
Increasing engagement with custom photography and user-focused design.
Insight
Natura, a leader in interior and exterior design, was ready to transition from traditional marketing to the vibrant world of digital. While their passion for their products and services was undeniable, their website didn’t effectively convey the brand’s value or meet the expectations of modern digital audiences. They needed a fresh perspective to transform their online presence into an engaging, responsive hub for their clients, both current and prospective.
This transformation was part of a larger shift in their strategy, moving away from traditional marketing channels and embracing the opportunities of digital marketing. Their goal was to build an online presence that resonated with modern consumers, showcased their expertise, and supported their growth into a digital-first company.
In addition, Natura wanted to move away from generic stock photography and showcase their own work to better reflect the quality, expertise, and craftsmanship they deliver. Creating a library of high-quality custom imagery was a top priority to align their visuals with their mission and stand out in the competitive design market.
Challenges
Outdated Design:
The website wasn’t responsive, leading to poor user experiences on mobile devices.
Unclear Messaging:
Their unique selling points were not effectively communicated, making it difficult for visitors to understand their value.
Lack of Authentic Imagery:
Heavy reliance on stock photography diluted their brand’s identity and failed to showcase their actual work.
Traditional to Digital Transition:
Shifting from traditional marketing to digital required creating a strategy that reflected their values while reaching a broader online audience.
Future Growth:
The brand envisioned their website evolving into a hub for design inspiration and an influencer in the interior/exterior design space.
Secondary goals included reducing the drop-off rate, improving decision-making tools, capturing customer data, and aligning the website with their omnichannel marketing efforts.
Idea
To create a digital experience that embodied Natura’s vision, we set out to:
Reimagine the User Experience: Build a responsive, user-friendly site that resonates with all audience segments.
Refine the Brand Messaging: Clarify their unique selling points and convey their value proposition effectively.
Showcase Authentic Imagery: Capture a library of custom photography to replace stock images, highlighting Natura’s projects and expertise.
Support Future Growth: Design with flexibility to support content-driven goals, including becoming a hub for design ideas and attracting creative talent.
Optimize Marketing Channels: Develop a cohesive omnichannel campaign that integrates their new website with email and social media efforts.
Facilitate the Transition to Digital: Create a robust digital foundation to reduce reliance on traditional marketing and attract a tech-savvy audience.
Execution
Research & Strategy
Conducted extensive user research and gathered input from key stakeholders to understand the audience’s pain points and preferences.
Defined a clear roadmap for the website’s redesign, aligning it with the client’s goals and future vision.
Custom Photography
Planned and executed multiple photoshoots to create a library of high-quality images featuring Natura’s completed projects, team, and craftsmanship.
Focused on capturing the unique aesthetics and details of their work, ensuring the imagery aligned with their brand identity and quality standards.
Delivered a versatile collection of visuals for use across the website, social media, and marketing materials.
Team Collaboration
Built a small but effective team consisting of myself, a skilled designer, and a talented coder to tackle the technical aspects of the project.
Developed prototypes to streamline communication with the development team, ensuring seamless execution of the website redesign.
Website Redesign
Developed a responsive design to improve user experience across devices.
Incorporated clear distinctions between new, returning, and potential clients, tailoring the journey for each segment.
Highlighted Natura’s selling points and clarified messaging to capture customer interest and trust.
Omni-Channel Campaign
Designed a launch strategy integrating email, website, and social media to ensure a consistent and engaging message across all platforms.
Created captivating imagery and content to enhance the campaign’s effectiveness.
deliverables
Redesigned, Optimized Website: A fully responsive site that aligned with Natura’s brand goals and delivered a seamless user experience.
Custom Photography Library: Over 100 high-quality images of completed projects and team members, replacing stock photography with visuals that reflect their actual work.
Omni-Channel Launch Campaign: A cohesive marketing strategy across email, website, and social media to drive traffic and engagement.
Impact
The revamped website and integrated marketing campaign positioned Natura for success in the digital space. Key outcomes included:
20% Increase in Site Traffic: The redesign and omni-channel marketing strategy drove significant growth in overall website visits.
88.8% Increase in User Duration: Visitors spent considerably more time engaging with the website, reflecting improved user experience and content quality.
A modern, responsive website that reduced the drop-off rate and improved audience engagement.
A custom library of images that authentically showcased Natura’s work, eliminating reliance on stock photography and elevating the brand’s credibility.
Clearer messaging that effectively conveyed Natura’s value, attracting new clients and reinforcing trust with existing ones.
A digital-first foundation, allowing Natura to transition seamlessly from traditional marketing to digital, reaching a broader and more engaged audience.
A foundation for future growth, enabling Natura to evolve into a design inspiration hub and attract creative talent.
Let’s Create Your Next Success Story
Your brand deserves visuals that connect, inspire, and drive results. Whether you’re ready to elevate your business or start something new, we’re here to help bring your vision to life.