How we got there
Arrow is an award-winning production company based in London. They make documentary content for clients including Channel 4, BBC, Channel Five, Investigation Discovery, Smithsonian, PBS, Discovery and National Geographic. In November 2018, the company was divided into two creative labels – Arrow Media and Arrow Pictures – to help fuel its creative growth.
Arrow had a website but it didn’t accurately reflect the scope of what the company did or make clear that it was divided into two separate production labels: Arrow Media and Arrow Pictures. They required a new website that would showcase Arrow as a creative powerhouse, responsible for making high quality and award-winning factual content. The brief stated they wanted a new website with a ‘wow factor’ that would attract interest from clients all over the world.
Working closely with Arrow’s marketing team based in London, NB created a fresh, contemporary design for the site, incorporating Arrow’s brand identity. As many of Arrow’s clients are online while on the move, it was essential that the site was designed with a mobile-first approach and fully responsive across all platforms. The design also had to have eye-catching imagery to reflect the many projects Arrow have worked on and their high production values.
To capture the fact that Arrow is now split into two labels, we created one all-encompassing homepage, which features links to internal pages on everything they’ve worked on. There are also two landing pages, one for Arrow Media and one for Arrow Pictures. These essentially work as mini-homepages for the different brands and have their own URLs which redirect to them. These pages pull in information from throughout the site, such as projects, news, staff updates, and so on, to build a page that is constantly relevant and up to date.
Key to the project was creating a well-structured sitemap because different stakeholders look for different things on the site and it has to be easy for them to quickly source relevant content.
Finally, we upgraded the CMS, allowing the team at Arrow much more freedom to update the site themselves. They can easily add new portfolio entries and the landing pages are easily updated by using a simple tagging system to find information relevant to each of the brands within the organisation.