The Challenge
CDM, a premium global consulting, engineering, construction and operations firm, came to LBi with an ambitious but classic challenge: re-envision CDM's digital presence to clearly communicate CDM’s value proposition in the industry, and to reflect the company's true global reach. In addition, CDM wanted to return visitor’s focus to the company’s main competencies, and allow each local office to manage their own content as a superset of core content. Oh, and to increase find-ability of their content and ensure proper governance of content moving forward, CDM anticipated that we would be reducing their content on their current site by 80%!
The Work
Diving head first into CDM's company, customers, and industry, and at times leveraging our global offices to manage this global client, LBi focused on leveraging CDM’s abundant but disconnected content to help make the decision easy . We designed a site that was visually stunning regardless of industry, using a magazine-like approach to displaying and navigating content. But the most interesting findings were in the areas of content. While the initial hypothesis centered around radically reducing the amount of content, it became clear during content strategy that the CDM differentiator was within that content. CDM excelled because they capitalized on the connections inherent in their projects and their people. Their global footprint was not just a growth strategy- it was their differentiator. The site LBi designed maximized that message.
The Outcome
As a global agency, LBi knows firsthand the power of connections. This is what enabled us to design a site for CDM that not only hit all of the original objectives, but actually invigorated and excited CDM, the company, from the core outwards- from the sales force to internal operations to executive to recruits, the message that CDM’s true strength comes from the power of those connections has made this assignment one of the most successful site launches of 2010.