AGENCY: AFFINITY

CHALLENGE

With 35% of its customers susceptible to churn, the business needed change in order to compete with the likes of LeasePlan, sgfleet and its main rival, Toyota Fleet Management.

Tonally, the website lacked a cohesive story which was discouraging Employees, SMEs and Corporates from proceeding through the pathway to conversion, so a complete audit and restructure of the existing content was required to ensure it was succinct and compelling.

SOLUTION

The overarching purpose of the CX refresh was to align ORIX with its brand attributes whilst propelling it into the top three Fleet Management tenders. To do that, we engineered our Information Architecture to appeal to three distinct audiences – each with their own paths and goals – before qualifying them into their respective streams.

With technology fuelling expectations of customisation and cultural drivers like ‘appification’ and ‘datafication’ demanding customer-centric responsiveness, a content engine was built to increase organic SEO and position ORIX as the industry thought leader.

To balance Data and Design, we drew on classical aesthetic principals. Form and Function, therefore, informed the ‘soft’ copy tone and vibrant visual treatment while seamlessly offsetting the ‘hard’ coding of the hands on User Experience.

As its flagship digital property, orix.com.au now boasts smart interface design and an ARI-style drop-down sub-navigation system – replete with smart links – to manoeuvre through the greater depth of emotionally resonant, conversion-focused, content.

RESULTS

The website launched in April 2017 and we are looking forward to some exciting results in the near future.

ILLUSTRATION

What’s a new website without a new look and feel.

To match the responsive sense of movement, we created dynamic illustrations based on existing brand colours – characters, people, vehicles and situations blending together in a modern, clean and fun style – each scene tailored to particular content in abstract simplicity.

A suite of bespoke iconography was also developed to draw the eye to subject matter specific to each section and target audience.