Fabtex
Background
Fabtex is a supplier of premium upholstery fabrics and accessories designed specifically for the marine, commercial and automotive industries. Fabtex commissioned Brio Group to design a new website and look and feel for the brand’s online presence.
We created
Look & Feel / Illustrations / Website Design / Content Managed Website / Data Capturing Device
Teams Involved
Brio Design
Brio Digital
Objectives
Fabtex needed a website that was modern, practical and appealed to their high end audience. The company has a comprehensive series of products catering for three distinct markets, so creating an easy-to-navigate site was paramount. Brio Group needed to create effective website copy that will assist with SEO efforts, as well as implement a data capturing device for marketing initiatives.
Strategic Approach
It was important to communicate the Fabtex product (predominately fabric swatches) to their various customer groups. In doing so we created icons per industry type (marine, commercial and automotive) that immediately outlines customer ‘type’ and minimise clicks to only show what is relevant to the user. These icons give Fabtex a sophisticated, premium feel and show the depth of the product offering as well as the broad range of industries Fabtex deal with. Plus we created additional icons (for fire and UV) that Fabtex can allocate to their fabric swatches to clearly identify use. We developed a ‘print page’ which pulls in relevant swatches, a branded header, and contact details which can be used as a sales tool for Fabtex suppliers to print off and present to clients. Visually we designed a clean, sophisticated website that will not date. We used the corporate blue and lime green sparingly with a white background to create a clean, uncluttered feel. Subtle shades of grey are featured to add a sense of depth. We allowed for a clean design that will remain always remain neat, regardless of multiple, regular product additions. We built a content managed website that has put the power in our client’s hands to update, publish regular promotions or seasonal fabrics in the promo boxes on the home page, and to collect and utilise data for their own marketing activities.
Results
Fabtex were highly pleased with their new website. The simplistic-yet-sophisticated approach at showcasing their product range to their three markets was both streamline and successful. We produced succinct, service-focused content that incorporated keywords, in addition to the data capturing devices and Search Engine Optimisation techniques which allowed the site to maximise its ROI and create a rich database.
Design
Digital
Advertising
