Pidilite: Corporate website, differently approached

Pidilite is one of India’s most innovative companies with commitment to quality and innovation. It has been pioneering products for small to large applications at home and industry, which have forged strong bonds with people from all walks of life. Pidilite’s product portfolio includes adhesives, sealants, waterproofing solutions, construction chemicals to arts & crafts, industrial resins, polymers and more, its product portfolio is as diverse as it is ever-evolving. Pidilite has produced some of the most iconic brands in India, like Fevicol, M-Seal, Dr. Fixit among others.

Industry

Consumer & Industrial Products

Platform

Responsive web, Wordpress CMS

Services

Consulting, Stakeholder research, UI/ UX Design, Front end prototyping, Visual and Interaction design, Wordpress development, Hosting & Maintenance

Challenge

When Think Design was asked to consult on Pidilite's corporate website, our approach was straight forward: We wanted to bring the essence of this visionary organization manifested in its truest form through their website. In order to achieve this, we needed to gain insights into the company culture, their leadership voice, their customer representative insights and access to other key stakeholders' thoughts. Being an owner of many iconic brands each with its own legacy, identity, leadership and ethos, it was of utmost importance to us to look at Pidilite as a umbrella brand that is a sum total of all these brands. There’s a quirkiness to the product lines they have and it was the need of the hour to bring that into website manifestation.

Our Methodology

We started by conducting multiple in-depth interviews with all the key stakeholders. This gave us an understanding of what the website meant to its stakeholders and what we could be doing to bring out that meaning. We followed that up with insight and strategy workshop that covered insights discovered in addition to several key concerns, responsibilities, project plan among others. A four day workshop spread over three weeks got us to a point where we could start with design concepts.

Pidilite being the umbrella brand for several iconic brands with a standing of their own, the IA needed careful consideration. Iterations were discussed with Marketing Chief and vertical heads. What came out as the final IA in its current form is a resultant of organizational alignment we achieved through consultation, advocacy and discussion.

It took designers a deeper understanding of the brand and its ethos to internalize what could be understood as a true manifestation of the brand. An Indian company, pioneer, innovator, mass market, quirky, category leader are few of the several keywords we were exploring. Many of Pidilite's brands are known for their ad campaigns. There's an element of fun, quirkiness and very strong messaging to them; we took this forward by introducing animations and interactions that were somewhat unusual for a corporate site, a not-so-serious stance but yet, not in-the-face striking. They take your attention, if you seek it!

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Design activities

Consulting, Stakeholder research, In-depth interviews, UI/ UX Design, Visual system, Wordpress Development, Maintenance.

Current Status

Current manifestation of Pidilite’s transformed corporate website was launched in August 2017.

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