BIL Group rebrand

One of our long-standing clients, The BIL Group in Calne, Wiltshire, have just undertaken a company-wide branding exercise.

Our designers worked with BIL on colours and logos, providing several options and refining the preferred ones into a brand which was then worked into everything from signage and uniforms to invoices and the website.

We spent the early part of January modifying BIL’s websites to accommodate the new brand and colour scheme:

• BIL Group
• BIL Castors & Wheels
• BIL Materials Handling
• BIL Engineering

We then started to look at how we could improve the user experience on the Materials Handling website.

BIL had a lot of products in their online shop set up as simple products, but they were all variations on a theme – so a 500kg crane, a 750kg crane and a 1000kg crane for example (all with almost identical titles and descriptions).

We’ve a lot of experience with e-commerce design and suggested to BIL that these were combined into individual variable products where the user was able to choose the specific variation they wanted. This worked for several product lines – trolleys (of varying sizes), cranes (of varying lifting capacities) and mobile steps (with different tread options and heights). This works particularly well for m-commerce visitors who aren’t able to see all of the (single product) options on their screen at the same time.

We’re now starting to look at how the same principle can be applied to the Castors and Wheels site, but with more than 10,000 products it’ll be quite the logistical exercise.