Core messaging and content for a new era
In its first year, Kapitol Group started with just four staff and made a staggering $34 million. Fast forward and today it has 150+ staff and $300m+ turnover. It needed a digital presence that matched its impressive growth. Avion came in to reimagine its website so it would scale alongside the company.
Determined to revisit the company’s online presence, co-directors Andrew Deveson and David Caputo were frustrated their website failed to tell the story of Kapitol Group's sophistication and the complexity of their projects. Its structure needed a reboot to better resonate with industry partners, clients, and talented employees (both current and future).
In collaboration with digital agency Luminary, Avion conducted research including a strategic review, multiple workshops and stakeholder interviews to address multiple opportunities. After a content audit, our team proposed a new sitemap with recommended wireframes to improve the digital experience.
Crafting a new story of success
Bringing together senior stakeholders across Kapitol Group, we tackled the following issues head-on:
Outdated content and design
Poor user experience
Lack of visual impact
Ineffective integration with other digital tools
Inaccurate reflection of staff diversity
A need to showcase current and past projects and awards
In order to prioritise what people needed to know, alongside the story its co-directors wanted to tell, we first began shaping a new IA foundation for the website.
At the same time, we considered how we could minimise effort. For example, we repurposed wireframes and components across pages in a way that wasn’t obvious to the average user. After all, the entire project had to account for strategy, design, and development as well as content.
Balancing vision with cost
To achieve the look, feel, function, and level of information the client wanted within a set budget, Avion and Luminary worked together to scope what features and sections to prioritise.
Avion was great to work with. Not only did they understand what we were trying to achieve and were able to provide sound design advice, they understood the tone of voice we wanted convey and were able to devise creative copy to meet the brief.
Belinda Roberts - Marketing & Communications Manager, Kapitol Group
Working agile to meet deadlines
The Avion team worked agile with designers, developers, and content strategists working in parallel across 12 sprints.
The process involved daily Zoom standups, a Miro board, and Jira Cards to track progress. With more than a decade of experience under our belt, we know website projects involve a lot of moving parts – and we didn’t want any hold-ups.
Streamlining content with integrations
Avion mapped out what external applications Kapitol used, as well as how they worked and what they looked like once integrated with the site.
These apps were critical to different areas of the business (such as LiveHire for recruitment and EstimateOne for tenders). To make this happen, we consulted with Kapitol and the web development team to ensure the relevant plug-ins would appear clean upon launch, and that the flow of content made sense (there was no duplication or complication of design).
The below careers page is an example where our content strategists and writers mapped out how to embed content from external applications without duplicating or complicating design.