Digital and branding consultancy Rufus Leonard has been appointed to redesign the website of driving school BSM, following a three-way creative competitive pitch in November.
The website, which is expected to be completed in spring 2009, will be a user-centred site, targeting learners, instructors, parents and fleet managers.
Rufus Leonard was briefed to address each of these groups, according to Andrew Pinkess, strategy director at Rufus Leonard.
Pinkess says, ‘The target audience is largely 17- to 25-year-olds – although they do want to target and older audience too. The Web is also an ideal place to build a strong community of instructors and do something to reassure parents.’
Pinkess says that Rufus Leonard is keen to increase functionality on the site. ‘Driving lesson appointments can be made online, instructors will be able to share ideas and parents will be able to look at what’s on offer and check safety standards.’
He adds ‘The current presentation is a little bit corporate and this is an opportunity to look in more detail and adopt an approach that’s more engaging and appropriate.’