In 2008 STA still retained a brand identity closely associated with its original student and young adult target audience. In order to tap into the wider market of travellers aged 30+, STA underwent a rebranding exercise which had to be reflected online. GraphicoDMG were tasked with delivering the digital branding by taking the brand concept and making it come to life in the digital space. We created a new website that met the new brand challenge as well as developing new features and functionality to make the site more interactive and engaging.
GraphicoDMG partnered with STA’s internal team and their incumbent external technical partners to deliver an exciting new website that integrated seamlessly with their existing Content Management System. The project involved:
- Scoping and specification of solution for a global roll out across 17, multi-lingual iterations
- Investigation of existing technical platforms and functionality sets
- Creating a look and feel for the site which made the branding come alive online
- Development of HTML templates and integration to the RedDot CMS
- Integration of a range of innovative navigation styles
- Contextual delivery of content
- Integration of UGC elements throughout the site – both staff and user based content
- Generation of Digital brand guidelines for distribution to third parties and affiliates.
The site was launched in the UK in April 2009, closely followed the USA and Australia. It has been well received both internally and externally.
GraphicoDMG continue to work with STA on a range of initiatives designed to further improve the level of UGC content throughout the site – including an overhaul of the Hotels and Hostels pages to include user reviews, images and ratings.