Doosan is a fast-paced group of global providers of infrastructure support as well as managers and distributors of world-class brands. With tremendous growth—both organic and through acquisition—they had outgrown their grasp of their entire family of public Web sites. They asked Lippincott to help them get their on-line brand back under control.
Doosan’s legacy of diverse products and services coupled with their tremendous growth around the globe had led to an even more diverse conglomeration of Web sites, resulting in a diluted central brand and leaving prospective customers and investors with a dim picture of the true strength and stability of the Doosan group.
In order to take control of their on-line brand, Doosan realized they first needed a clearer picture of their collective Web presence. They knew standardization was required, but with sites for businesses varying from desalination plant construction to Korean Vogue, Doosan needed help figuring out when to emphasize their own brand and where to let the product brands in their group take center stage.
Our first task was to evaluate dozens of Doosan’s existing sites, with a close appraisal of the sites themselves, a comparison with key competitors, and interviews with stakeholders in each associated business.
With this understanding of Doosan’s diverse requirements and objectives, we developed a Web constellation strategy that classified Doosan’s current and potential sites by on-line objective, primary audiences, relationship of group, company, and product brands, and proper degree of standardization.
To bring this strategy to life, we developed user scenarios, content maps, site maps and wireframes for representative Doosan-branded sites within the new constellation structure.
For each of these sites we designed key pages and variations to demonstrate standards and functions, wrote content and provided culturally appropriate translations in up to three languages, and developed HTML and CSS coding.
We used these site designs, content, and coding to create templates that could be adapted and applied to any Doosan-branded site according to their new constellation strategy.