As one of South Africa’s leading paint experts, Duram creates paint that looks smart and acts smarter. But the experience of exploring their paint offerings on their website didn’t live up to these smart standards.
We needed to build them a robust, responsive, performance-based, and of course beautiful, online platform and always-on presence, as well as an international standard of quality social media channels.
Our overall strategy was key as it centred on a highly-focused user experience – we would first and foremost aim to simplify a clear, intuitive user journey.
To do this, we reorganized all Duram’s products; We built a smarter, smoother search functionality for the site; We designed and implemented a product finder wizard, and ultimately ensured that users are now able to find the perfect paint product and colour simply and easily.
Along with keeping the website up-to-date with new products and colours, our focus is on continually optimizing the large asset library, ensuring SEO best practices and ongoing maintenance of such an evolving website, we also produce monthly content for them across multiple social platforms.
The only place they truly showcase the creative possibilities of their product, we work closely with their team to showcase their wide spectrum of colours and possibilities through inspirational executions.
We also run community management for the brand which is a never-ending conversation around guidance, how-to and DIY support for their plethora of users.
If you have a strong brand identity, a worthy product and various USPs, that’s great. However, the biggest differentiator between you and your competitors often comes down to customer-centricity.
These days I feel like I’m standing in Times Square New York, with a myriad of brands trying to yell louder than the next. My social feeds are mostly littered with noise and it's hard to sidestep any advertising that actually appeals to me as a person.
