Wellingtone is a project, portfolio and work management consulting and training company with offices in Windsor (UK), Dublin and Madrid. They enable their clients to make step change in project, portfolio and work management maturity by working with them as their trusted partner.
Globally they are the only consultancy that is both a Microsoft Gold Partner with the PPM specialisation and an Accredited Training Provider with the Chartered Body for Project Management, the Association for Project Management.
Wellingtone’s aspirations for further expanding into European markets prompted a change in their marketing strategy, which started with an updated core brand and a new website to localised audiences with multilingual content.
User experience transforms the marketing strategy
Wellingtone has a rich and diverse client base and can easily adapt to provide each client a customised and well-rounded solution.
By using Big Salami’s proven user experience and project requirements gathering exercises with stakeholders at Wellingtone, we helped redefine their core marketing strategy into 4 unique areas which refocused the business into 4 clear areas: Technology, Consulting, Training and Thought Leadership. This segmentation provides clear paths for potential clients to discover how Wellingtone can help them with their projects.
A new brand amplifies corporate culture
A look to the future with a nod to the past, the new brand celebrates iconic culture from the 80s which is prevalent in current design trends. This modern twist on Back to the Future meets Tron provides a nostalgic yet modern feel, and fits in well with the sci-fi loving culture at Wellingtone.
A competitor evaluation revealed that other organisations tend to use safe colour palettes and imagery, which often provide little differentiation with their peers. The need to stand out prompted the use of bold imagery, a dynamic colour palette and brave brand voice and image choices to use in the corporate brand.
New brand imagery
Wellingtone’s corporate culture is quirky and fun-loving while always being professional when it comes to client delivery. They love Star Wars, Back to the Future, Tron and other sci-fi “classics.” This set the stage for a really great new brand.
After a few short weeks, we had a full library of images to be used on the website and print materials, which are nostalgic, iconic, relatable, quirky and represents the professionalism and drive that Wellingtone puts into every project.
Updated logo and wordmark
A change in Microsoft partners’ marketing strategy marked a great time for an updated logo, tagline and wordmark for Wellingtone. The wordmark, logo and tagline directions came from Wellingtone and Big Salami refined it as part of their brand package to be used with the new colour palette, brand imagery and backgrounds.
Updated colour palette
The new colour palette includes 3 primary colours and 4 secondary colours. Different areas of the organisation are now able to adopt a secondary colour to use alongside primary colours to help differentiate from other areas of the business.
The Big Salami difference
User experience at the centre
We start every project with our tried-and-tested user experience exercises. This allows us intimately familiar with our client’s current and idealistic corporate culture as well as their current and aspirational clients. We evaluated all outcomes of this session and paired it up with the 5-year business plan and business requirements.
Requirements gathered from this session allowed us to start crafting overall information architecture and user experience requirements for the website. These requirements also identified that the current brand needed a revamp in order to keep up with new business goals. This allowed us to tackle everything at the start instead of changing gears midway into the project.
SEO optimised and fully accessible
By following SEO best-practice guidelines, paired with our intimate knowledge of WCAG and global accessibility guidelines, we provide equal access to all website visitors and provide search engines an easy traversal path of all content to ensure great SEO rank.
URLs are strongly typed (long and descriptive), making it easy for additional SEO ranking and helps users easily spot if they’re in the right place. Page structure follows the marketing strategy to further help users and search engines understand the hierarchy of content.
Single requests are considered with a broader consequence to ensure a cohesive client experience across all platforms
As with every project, we make ourselves intimately familiar with our clients’ content, and this project was no exception. This enables us to make recommendations on content, imagery, structure and brand voice to ensure a cohesive client experience across all platforms. Whether users see a trade-show banner at an event, social media content, printed material or the website, they should instantly and undeniably recognise the Wellingtone brand.
A safe and secure hosting environment with GDPR compliance
Wellingtone’s website sells training courses online and allows users to submit their contact details via forms on the website. We evaluated their choice of hosting platform to ensure a smart caching solution was available, SSL implemented as standard and the tools are available to make GDPR-related requests easy to comply with. All plugins chosen for the CMS are carefully vetted so user data stays safe and the website secure.
Easy to maintain
All aspects of website and graphic maintenance are considered when we choose CMS platforms and plugins, ensuring that content contributors can easily add new blog posts, images, events and maintain website pages. Easy-to-use, yet powerful content maintenance options allow website contributors more time to spend on crafting quality content than trying to figure out how to get it into a complex system with limited layout options.
Our working relationship with Wellingtone is ongoing, and one we value greatly. They’re a fun bunch and are not afraid of making bold choices to stand out. They put their customers first, follow best practice recommendations and spend time getting things right.
We can’t wait for what’s next!