Working to a brief to enrich consumer-facing content and appeal to all stakeholders, Uber undertook a series of workshops consulting research fellows, undergraduates, postgraduates, business leaders, staff and members of the local community.
Uber partner Paul Robinson says, ‘The site had become a repository, unable to connect with an audience or to drive people to the right areas.’
The consultancy’s solution has been to develop a ‘modular’ site which will have a shifting focus throughout the year. Robinson explains, ‘It will cater for undergraduates between March and July, when they make their applications.’
Each audience will have its own landing page, which it is directed to after selecting appropriate material from the home page.
A tone of voice for imagery and photography has been established and colourways have been developed for an online identity. Muted golds, greys and beige will be used online, instead of the green palette normally reserved for the university identity.
The new colourways may now influence the palette of new print materials. ‘Strangely, the online work might drive the offline,’ says Robinson.
The website will launch in August.