Better Building Finance (BBF), is a project of the Sustainable Melbourne Fund working in collaboration with local councils, facilitating environmental finance for Victorian business and building owners to implement practical solutions to improve the environmental impact of their operations.
BBF enlisted Ellis Jones to create a comprehensive new website that is simple to navigate and meets the needs of a broad range of user groups. The previous website had single page layout with a flat hierarchy, which reflected organisational priorities at the expense of user accessibility.
Our challenge was to repackage the website in a way that merged both stakeholder needs and business objectives, delivering a unique, seamless user experience, and ensuring that information on environmental financing through BBF was easy to find, access and understand.
An in-depth analysis was conducted of the existing BBF website and market competitors, to establish benchmarks for content and user interface. We interviewed key BBF stakeholders and built personas to map user journeys, providing a comprehensive understanding of different user needs. Heat-mapping the previous website revealed points of greater interest and traffic. Our investigation informed the direction of a revised site architecture and user interface.
It was important that the visual language conveyed a sense of the physicality of the built environment, but also technological innovation, without reverting to the clichéd aesthetic of renewable energy; solar panels, the sun and green fields. To do this, the concept of ‘building blocks’ was developed, and representative visuals were created by using geometric assemblies of props, in colourful, purpose built sets. This photography, combined with a clean and contemporary typographic approach, ensured a differentiated and fresh visual identity for the Better Building Finance website and communications.
The BBF website now has a strong, differentiated visual identity, contains engaging, digestible content and communicates a clear value proposition. Ellis Jones are continuing to work with BBF, continuously improving the website capabilities and rolling out the visual direction across other digital and physical brand touchpoints.