Nurofen
DIGITAL BRAND DEFINITION ・ WEBSITE
Armed with a new take on its brand, Nurofen was in need of a digital brand solution and new online experience. I oversaw the project which started with an intensive site audit across 6 key markets - all different from each other. This led to a final delivery of a set of robust templates and stylesheets which the Nurofen in house team was going to roll out the new solution to its local markets.
My role
Creative Director
A NEW BRAND
When receiving the enhanced brand solution there was still room for digital solutions to be solved. Some which influenced the final brand. We carried out an extensive exploration phase and worked collaboratively with the client brand lead as well as the brand agency.
The colour pallet received wasn’t fit for digital purpose to achieve the desired accessibility standards so the need to define a solid solution was of a high priority.
The audit we carried out clearly highlighted short and long term enhancements to the experience as well as strategic goals.
CONCEPTUAL EXPLORATION
The creation of two routes allowed us to have frank conversations with the client on how the new brand would appear online. And it allowed us to define the final design direction.
THE SOLUTION
A colourful and warm approach allows the Nurofen brand to connect with its audience. A realistic and friendly art direction of imagery focus on the feeling of the outcome of use of the Nurofen product verses the illustrations communicate the symptoms.
The use of colour which aligned with product ranges facilitated brand recognition from in store and above the line advertising and its used boldly to frame content on the page.
Easy navigation to core symptoms is featured; centred on the homepage to allow the user to quickly find the section they require.
The straight-forward and chunky design of filters allows the user to quickly navigate products and articles on lists.
EDITORIAL CONTENT
Advice and symptom templates were developed for long form content which not only worked a treat for SEO. It also allowed Nurofen to move towards a warm everyday household brand.
