NAGASE
I helped a 200 year old manufacturing giant reposition themselves and their digital content to compete in an increasingly crowded market.
At a glance: B2B, Brand Messaging Strategy, UX Content Strategy, Information Architecture, Content Production
The Challenge
NAGASE is a Japan-based multinational manufacturer of chemical products, electronics materials, cosmetics, health foods, and plastics. Built over centuries through acquisition, expansion, and innovation, and with a product and service portfolio that stretched across several industries and regions, Nagase was an organization that did SO many things, it was getting hard to articulate their central mission and purpose.
The Insight
The good news was they seemed to know what they wanted to be. But they were having a hard time figuring out how to communicate that to their target audiences in a way that showed the value it would bring to customers.
In addition to helping them translate their vision into a customer-facing messaging architecture, we also knew they needed a consolidated web presence that was able to communicate their singular value proposition – and make it easy for potential customers to learn more about what they can do.
The Work
Working closely with the Japanese leadership (often through a translator), I helped them distill the value they brought in manufacturing, innovation, and supply chain distribution into a clear and memorable messaging architecture. Starting with an authentic value proposition and leading into three key messaging pillars, we let the brand set the tone for the rest of the content on the site.
Next, I helped create an updated sitemap that would make it easier for users to dig down into the industries or product categories that mattered to them the most. And while Nagase has previously had a strictly product focus, I persuaded them to create a new section that talked about all of the value-added services they offered, such as distribution, logistics, supply chain and regulatory guidance, and sustainability.
With the brand strategy and site architecture in place, I worked closely with our UX designers and Business Analysts to map out the important content areas that needed to be on each template and the priority each had based on customer needs. Through multiple iterations (and using real content instead of Lorem Ipsum), we had the building blocks in place for the rest of the copy to be written and images to be sourced.
But with hundreds of pages that needed to be created, that was no easy task. Working with a team of copywriters and editors, I was able to ensure that all content batches were delivered to the client with enough time for comprehensive revisions and approvals. And while it caused a few late nights and a bit of indigestion, we were able to deliver approved copy in time for launch.
The Results
In addition to giving them a clear and differentiated brand positioning that they could use across all media and touchpoints, we delivered a best-in-class website experience with content that showcased everything Nagase can do across multiple industries, product categories, and regions – tailored to the needs of each audience. And, only a year and a half after launch, Nagase.com is bringing in 45k visits a month, a significant increase from their previous website.