Digital is at the heart of Rank’s business strategy and so the company wanted to ensure this is reflected through all its communications. This, combined with a changing investor base with more retail investors, required Rank to convey more information in a more engaging style.
It was also very important that the website could be always kept up-to-date with the latest content, information, results and imagery.
Black Sun has enabled us to communicate on our company and our different businesses more effectively and developed a compelling new creative identity
Sarah Powell, Director of Treasury & IR, The Rank Group
We set out to create a very distinctive creative look and feel that reflected 'entertaining Britain'. With a rich red and gold palette, strong imagery and simple messaging, the communications were immediately more engaging.
We analysed the user flows through the website, and used this to better prioritise content and simplify the structure and navigation through the website.
Another important aspect was to have a responsive solution to deliver a quality mobile and tablet experience.
Content that was created for the Annual Report was carried through consistently into the website to ensure a consistent corporate story.
We provided strong visual representation and clear consistent messaging through the website, to ensure that Rank’s brand was portrayed along with the key messages, and created a uniform look across the Annual Report, Corporate Website, and Investor Presentations.
We simplified the user experience, providing a ‘3 click’ access to all site content, whilst utilising megapanes, breadcrumb trail and cross linking to speed access to content.
The integration of our publishing platform - Connect - empowers Rank to manage the entire site.
Rank now have a best-in-class website, that is highly distinctive, modern, and fully responsive. Rank's corporate story is consistently communicated across different channels, with the digital channels communicating the vibe and spirit of its brands and employees through:
- Powerful messaging and a compelling digital presence
- Reinforcing the new positioning
- Bringing people to the fore
- Better communicating the business and its brands