BRANDING . UI | UX
Designed at: Brand Fever
Role: Web Design Lead
Developer: Ross Wakefield
Republic National Distributing Company (RNDC) serves as a brand-building and product expert liaison between suppliers and those who sell or serve alcoholic beverages. Their knowledge in the process and craft of alcoholic beverage production fuels their passion for the art of selling lifestyle products.
RNDC came to us with a delightfully long list of branding needs; primarily that of refreshing their brand messaging and expression in an effort to build internal passion and external perception.
We began with research & interviews which informed a robust messaging platform to realign the brand for the next generation. An Employee Branding exercise followed where we applied this messaging to a new vision, mission and company hallmark for employees to rally around.
While we did not refresh their identity, we did craft robust guidelines around its use to get the company in alignment, and created a video for both internal & external audiences.
. . . . .
The next big project was the RNDC website. It hadn’t been updated in over a decade, and its age was showing. The website needed to be a platform to not only learn about RNDC's (and NDC) products, but the people and values that stand behind them.
We had almost a blank slate with which to work. With the new brand expression in place, the structure of the site began to take shape. We knew that multiple users needed to be considered: current customers and employees, and then prospective clients and employees. These users paths would overlap, but the flow would be different for each one.
There were a few legacy aspects that had to be considered and designed around, but we made an effort to streamline wherever possible.
A fun element of the new site was crafting the locations experience. RNDC, being the nation’s second largest distributor, resides in many locations across the U.S. Each region - and even individual city - has its own leadership, products and employment opportunities that needed to be showcased. A simple flow was designed to go from macro to micro.
Built into the website is an interactive infographic that features the company ‘landscape’ from the main admin office, to the warehouse & delivery, to sales, to final enjoyment.
We created a custom illustration style to extend the brand beyond photography, and brought the RNDC company experience to life with HTML animations built into the site. The infographic was also storyboarded in such a way that it could be looped for trade shows.
Overall, the website saw a lift in organic growth (July 2015 - February 2016) of nearly 200% - doubling from 5,000 to over 11,000 unique visits in that time.