How do you communicate 45 years of cutting edge innovation in the blood industry to multiple audiences?
Due to the number of nonprofits under BioBridge Global they had difficulty relaying brand consistency throughout the numerous websites that previously existed. Their focus was not only community based in the form of donors, but also business facing in the form of hospitals and trauma centers.
Client
BioBridge Global
Work
Design & Development
Platforms
Web
Technologies
WordPress, Elementor
Challenge
In our discussions with them our team identified a serious of challenges we had to work through.
Some of these challenges included:
Over 45 years of service, BioBridge Global had grown and created numerous subsidiaries, each with their own site and own branding. They struggled to not only maintain these sites, but each was built differently and looked different as well leading to frustrations when making simple changes.
For marketing purposes, both B2C and B2B, the name BioBridge Global was relatively unknown as the umbrella for the non-profits under it.
Leadership wanted their partners to understand the breadth and depth of BioBridge Global as opposed to the single lens they currently saw the company as via the individual nonprofits they intersected with. By having their partners understand the full scope of what they can do, new business opportunities would be created.
With two audiences, the organization needed to make sure the new site still had a humanistic donor community feel to it, while still leveraging their biotech experience to their partners.
Solution
Through numerous discussions with their leadership team, Sweb was able to navigate the numerous requests by BioBridge Global and provide a solution that served both their partners on the business side, while still connecting with the donor-facing community.
Sweb developed a one-site approach, bringing their subsidiaries together, making it easier to manage, less infrastructure to prevent confusion and frustration, and the ability to only add content once and have it appear on as many subsidiaries as necessary.
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Sweb created a site that was able to serve the purposes of doing business with partners while maintaining the donor-facing support they provide in the community. The site's business in the front, and community in the back approach allowed for the design of distinct navigation and headers to distinguish where a visitor is on the site.
The site displays uniform elements to maintain brand consistency regardless of where you are within the site. This creates a consistent experience and defines the brand more effectively.
The content was vastly streamlined for the client thanks to an extensive site map that Sweb created for the team. The content made it easier to manage content posting which was previously done six times to encompass all subsidiaries, now only done once.
