Transforming a brand online: a website design success story
Nippon Dynawave Packaging (NDP) has been manufacturing paperboard products since 1953. Because of a new product line extension to create market pulp that will go into products such as premium facial and bathroom tissues, the company needed to undergo a branding initiative to sustain its reputation with its traditional products while building up the new product offering.
Our task was to deliver a brand identity and website that helps to establish NDP as the “first choice” in the market.
Delving into the brand: discovering insights with an internal survey
Our survey of the company set out to uncover insights in five key areas to guide the way we positioned the company from a content and design perspective.
| Questions | Results |
| What sets the company apart? | The survey revealed that the company’s strength lies in its relationships—most customers have worked with the manufacturer for at least two decades. |
| What are the most important things customers should know about the products? | The high quality – stability & reliability – of the products was named as most significant. |
| How would you like customers describe working with you? | Unsurpassed customer service – providing a premium experience with creative problem-solving – emerged as the central message. |
| What are key attributes customers should use when describing the company?
| Four key company attributes arose:
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| What are your customers top care-abouts?
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Analyzing the competition: evaluating competitor websites
In our competitive analysis, we identified opportunities to up-level NDP’s marketing communications to:
- Differentiate from competitors by leading with value and benefit, offering deeper information about the team to build credibility, and emphasizing sustainability and responsibility
- Modernize the website by pairing environmental, product, facilities, and people visuals with punchy copy that highlights the organization’s value proposition.
Blueprint for success: developing a strategic site map
Creating a website map before designing any site is invaluable. Not only does it serve as a visual representation of the site’s structure, making it easier for project stakeholders to understand and provide feedback, but it gets everyone on the same page in terms of content buckets and user paths, which is helpful for the writer, designer, and developer.
Website before
Exploring creative alternatives for maximum impact
We presented two creative directions for the client to consider, eachtaking a different approach to underscoring their customer-centricity, focus on product quality, and environmental efforts to create a more sustainable business.
Concept A: “Doing right”
A straightforward approach with a conversational tone featured sustainable forests in the Pacific Northwest, end customers using the products created from their market pulp and paperboard, and employees in the field. Messages focused on:
- Doing right by customers
- Creating products with purpose
- Minimizing the impact on our planet
Concept B: “Built on”
A more conceptual home page, the tree rings are a metaphor for the length and strength of NDP’s client relationships. Messages focused on what the company was built on:
- Longevity
- Quality
- Sustainability
- People
The client team evaluated the creative options in terms of how well each showcased their laser focus on customers, the quality of their products, their state-of-the-art facilities, and their emphasis on sustainability. Ultimately, the client leaned in on the “Built on longevity” creative direction and we launched the new site to reflect the company brand and all its offerings.
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