C.B. Fleet is a global leader of over 100 personal health and beauty products. For more than 140 years they have maintained success through creative thinking and innovative product development.
CB Fleet needed a redesign of their corporate website, which was beginning to feel dated and didn’t reflect the culture or vision of the company. Like so many businesses who have websites that are more than 3 years old, the user experience on mobile smartphones and tablet devices was becoming an increasingly obvious problem. With mobile traffic doubling year over year, it was clear that many site visitors weren’t having a good experience or consuming the messages the site aimed to convey – a problem that was only going to get worse over time.
Fleet is also a company that sells a particular category of healthcare products – most notably brands like Summers Eve, Phazyme, and Boudreaux’s Buttpaste – and it is not uncommon for them to acquire new brands and product lines. They needed a website that was built on a content management system which allowed them to easily manage their products and company information.
Beginning with a thorough design process, we established a look and feel for Fleet that worked within their brand guidelines, but also made their brand feel more modern, fresh, and engaging. By using their colors to denote their products lines, we helped to bring some organization and clarity to their offerings. And by using large images and compelling graphics, established a more contemporary visual language for conveying Fleet’s unique identity.
Finally, we built the responsive website using the WordPress content management system, which is known for being one of the easiest systems to manage, especially for website administrators without deep knowledge of HTML. With the use of Advanced Custom Fields, we were able to build some highly customized and distinctively structured pages that require no coding from Fleet to edit and modify, including a fairly sophisticated timeline that incorporates images, text, and video.