Project Overview
Global packaging solutions company Orora Limited required a new website to better reflect their progressive and innovative culture. They wanted to be positioned not just as a leader of innovation in the packaging market, but as a leader of innovation as a business. The resulting website accurately represents Orora to new and existing investors, team members and customers.
Project Commissioner
Project Creator
Team
Account Director: Issy Bonin
Strategist: Dan Monheit
Producer: Leigh Malcolmson
Designer: Kate Gordes
Frontend: Brendan Timmons
Backend: Erik Froese
Content: Venetia Anderson
Project Brief
Orora Limited was established from a demerger from Amcor in 2013 and inherited a platform that did not represent their unique identity or approach to innovation, culture and customer centricity.
Orora has 56 solution centres, 47 manufacturing plants, 23 distribution sites and 20 depots across 7 countries and 6,200 team members. They supply packaging products and services to grocers, fast moving consumer goods and industrial markets. Their customers include some of the world’s best known brands.
Through immersive workshops and stakeholder interviews, several problems worth solving were identified. Some of these opportunities were to:
- Highlight innovation as a core business principle and embody the Orora culture, values and beliefs;
- Effectively explain Orora’s products and service offering, structured to suit customer needs;
- Showcase the breadth of employment opportunities at Orora;
- Generate leads by establishing credibility through case studies and thought leadership.
Project Innovation/Need
Traditionally, packaging companies choose to hero their products and capabilities before delving into the complex creative nuances of their business. However, the real stories of innovation in the business lay in their services and case studies. We aligned Orora with other service-based businesses by giving them a clear and simple brand message (innovation – it’s in everything we do), establishing credibility and expertise, and communicating their global reach.
The homepage is industry-leading; it showcases stunning HTML5 looping video of Orora’s locations using viewpoint units to scale text so that it renders perfectly across all devices.
It uses JavaScript to update views, rather than doing a full reload between pages. This increases site performance and allows for the animation of page transitions.
Design Challenge
Orora’s extensive product and services offerings needed to be easily explained and understood by their diverse range of customers. To achieve this, the ‘what we do’ section of the website uses an image block layout to simply explain the different offerings.
Secondly, we needed to project Orora’s innovation – not just through case studies, but by weaving it throughout the entire site. The ‘thinking’ section provides a place for all the stories of innovation, thought leadership and Orora’s obsession with quality, perfection and continuous improvement.
Finally, culture is a crucial component of Orora’s identity, which also needed to be evident throughout the site. Using language to support the key themes of innovation and collaboration helped to provide a great first impression to customers. It also aided in attracting new talent to the board employment opportunities at Orora.
User Experience
The previous site contained over 800 pages and a complex navigation structure. We simplified the new site information architecture through deep user persona and journey analysis to identify their key jobs/tasks. The navigation structure was then consolidated to easily allow the user to find the information they require.
We also built a custom navigation system in the new CMS, bespoke to website information architecture.This provided ease of use to a small client team to efficiently manage and produce content for the site.
Digital - Corporate
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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