CharmFactory
Charm Factory
website refresh
The legendary music PR and digital agency, Charm Factory required a fresh approach for its busy website. With an ever-evolving roster of clients and activity, a key challenge was organising information to manage frequent news updates without impeding navigation. In turn, the client required a new tone-of-voice that reflected its heritage while boosting relevance to attract younger clients.
Key to the overhaul was the site design which needed streamlining and simplifying to enable easier navigation. Prior to writing any content, I worked to organise information to support smoother movement across the site. Key to this was headline-driven news-grids which contributed to speedier flow while supporting deep dives when needed.
Overall, the amount of written content was reduced: succinct and punchy headlines replaced hefty mission statements and impactful images were switched-up for copy. Charm Factory's business is artist-centric, therefore their stories remained at the heart of content and imagery.
To reflect the business' lengthy heritage, a retro look-and-feel to the site accompanied the modern upbeat copy. In turn, content spoke directly to the individual user: we ditched the business jargon and kept terminology fresh light and inspirational. Key themes were "flight" and "uplift" a vital focus for any successful PR and digital campaign.
testimonial
"Kate helped us achieve a modern website with copy that helped us tell the stories we needed in an engaging and inspirational way "
Sarah Thompson, Managing Director, Charm Factory