Project Overview
If the true measure of excellence in design lies in its ability to maintain allure throughout millennia, across continents and even cultures, then the continued appeal of the ancient tradition of terrazzo artisanry is, indeed, a compelling design success story.
Fibonacci ‘creates for the creators’, and live their mantra - they truly are ‘Like No Other’.
Their new website needed to appeal to their B2B clients, the creators - designers, architects, builders and masons. It showcases their extensive range of the highest quality terrazzos, highlighting the crowning achievements of their product in use, whilst educating their professional audience to their latest innovations and designs.
Built from the ground up by Traffic utilising React/Next.js and Craft CMS, their new website is an interaction reflection of the recent rebrand and positioning as a worldwide leader in terrazzo.
Project Commissioner
Project Creator
Team
Andrew Begg - CEO / Creative Director
Jeremy King - General Manager
Imogene Schaefer - Senior Account Director
Matt Smith - Digital Director
Steven Mitchell - Digital Operations
Tony dos Santos - Senior Digital Designer
Josh Mapley - Digital Developer
Laura Simpson - Brand Strategist
Elex Zhang - Senior Designer
Gabrielle Versace - Graphic Designer
Melissa Ann Tan - Senior Account Manager
Emily Allen - Digital Producer
Heather Nette King - Copywriter
Project Brief
The brief from Fibonacci was to create a website of the highest quality that carefully presents their terrazzo and innovation to an educated B2B market of designers, architects, builders and masons.
The website was to highlight an in-depth product catalogue, supported by outstanding examples of the terrazzo in use, all featuring high quality photography and luxurious copywriting.
The website would also need to be the primary source of leads from their customers. Their customers are able to order samples online, and request a detailed quotation for their upcoming project. It should also offer an in depth support platform for installers and specifiers of their terrazzo, educating them on the finer points of terrazzo.
When a brand’s positioning is ‘Like No Other’ then the website also needs to be true to that statement.
Project Need
When building a website for creators, careful consideration needs to be applied to how the product is presented on screen. How do you present the product to allow your creator audience to best examine the detail of the product?
Traffic delivered a website for Fibonacci built utilising React/Next.js front-end, with a headless Craft CMS back-end supported by AWS infrastructure. Additional workflow integration was achieved with SalesForce for lead and quotation capture and fulfilment, with an eye to a future B2B platform expansion.
User Experience
Make the terrazzo look great, provide a rich immersive experience for our creators, and educate them to the finer points of terrazzo and Fibonacci, it's more than the sum of its parts.
With this brief, Traffic designed a User Experience that capitalised on these objectives for Fibonacci.
The end-to-end customer experience was considered and examined, with Traffic commissioning photographers and copywriters to document the entire process of terrazzo, from design inception, production, samples and specifying, to installation of the finished product.
This process was then presented online as a User Experience to the audience where they could gain a deep affinity with the Fibonacci brand and ultimately their terrazzo product. Browsing through the terrazzo range and collections, shortlisting selections, choosing and ordering samples, through to order fulfilment.
Project Marketing
The website was the key piece to an overall rebrand and marketing campaign. A refreshed brand featuring updated positioning, collateral, brochures, support materials, packaging and digital media campaigns was put in place to drive traffic to the website and deliver sample and quote leads.
Traffic has implemented an extensive integrated digital program featuring campaign initiatives across social media, search marketing, targeted display advertising, remarketing opportunities, and segmented email campaigns.
Project Privacy
Fibonacci is committed to respecting the privacy of personal information collected from its website. They are committed to protecting the privacy of your personally identifiable information as their customers use their website.
Digital - Home & Living
The digital world has forever changed how we live our lives. We're looking for nominations that help us live better, smarter, have fun and just get more out of life whether that be cooking, gardening, renovating, shopping, dating, hobbies or searching for your first home.
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