QSD began as a supplier of stage curtains and theatrical supplies. Over the years they expanded into industrial curtains and gymnasium products, and now have an international reach with superior products and service.
Central to that has been their website with its emphasis on brochure-style descriptions and product catalogue listings. As with many businesses, this was accomplished by organic growth. New product lines were added, immediate promotional needs required a new nav item, and so on. Eventually, this bolt-on approach became unwieldy and organizational structure suffered because of it. This reached its climax with the addition of a product catalogue system which fractured product description and product listing into two separate areas. A solution was provided without addressing the underlying issue.
We saw our task as to not merely produce an engaging design, but to strip the site back to its core and rebuild the back end from the ground up. We pulled down every page of content from this large site and focussed on site architecture instead of changing out the theme. Clicks which formerly required four levels to reach the information customers required were reduced to one or two. From there, we made incremental improvements to the interface elements.
With the site realigned, we proceeded with the larger issue of separate product verticals and different customer bases as we provided QSD with their first major digital marketing campaign. Theatric, Industry and Athletic were given their own sub-logo and colour scheme and identified clearly-defined areas on the site so we weren’t putting theatre curtains in front of a welder looking for a new booth.
The home page and social media ads were the first pieces to deliver this direction, leading to blog posts and landing pages which guided potential customers down the sales funnel with relevant information.