Appointed through a recommendation, the consultancy was asked to create a more content rich-site which explores the brand’s heritage and makes better use of the athletes it sponsors.
Five Foot Six partner Algy Batten says many customers only know the brand for clothing associated with one pursuit. Batten says the consultancy has designed lifestyle, sailing, equestrian and shooting pages with different looks but these are navigated through one Explore section of the website and ‘fully integrated’.
‘It’s like there’s a homepage for each one,’ says Batten, ‘so customers will know Musto has different arms.’
A history of the brand is set out across a scrolling timeline, and a scrap-book style timeline – ‘The Olympian’ – tells the story of company founder Keith Musto who was part of the British Olympic Sailing team.
There is also a cinema section showing footage of brand ambassadors including adventurer Bear Grylls, sailor Ellen MacArthur, and equestrian Zara Philips.
The new site can be found at www.musto.com