Sector(s)
Established in 1972, Melco is a leading US commercial embroidery manufacturer and value added reseller to the apparel industry. In addition to prestigious brands such as Disney Store, Tommy Hilfiger and Nike, their customers also include hundreds of independent apparel and promotional print companies.
Melco’s website needed to inspire entrepreneurs through showcasing both the technical and creative components of the embroidery industry. With this in mind, a content marketing focus was employed to prioritize an intuitive visitor path to direct users to images, videos and blog posts based on their type of business.
About the project
North Studio provided Melco with strategy, marketing, design, development and ongoing support and maintenance to maximise the value derived from their digital presence. The organization needed a partner that supported its web strategy of promoting Melco’s brand through visual storytelling, while employing a user-centric design for customer engagement and international reach.
Simplified Content Authoring
Since Melco utilizes a content-heavy focus, their team encountered frequent content authoring issues with their outdated Drupal 6 website. This included embedding videos and photos, as well as page styling.
Their new and improved Drupal 7 site revamps the content authoring experience in a way that helps existing admins to be more efficient with a faster workflow and ease-of-use including greater customization that extends beyond a WYSIWYG editor.
Mobile-First Approach
Melco is a national brand looking to maximize their digital presence by attracting entrepreneurs in commercial embroidery and direct to garment printing. The strategy for this Drupal 7 build included a mobile strategy to ensure all relevant blogs and media content would be found by online prospects, no matter the device.
Modern, User-Centric Design
This web development process included substantive and thorough discovery and strategy phases that included data, benchmarks, competitor analysis and user-persona research. This influenced the design by targeting prospects’ concerns to ensure videos and blogs are organized in an intuitive navigation menu.
The design offers a clean and fresh appearance with a large amount of negative space to ensure information is clear and easily scannable. The large, full width imagery allows the equipment to be the main focal point, while infinite scrolling allows for a user-centric flow allowing for extensive exploration.
Outcome:
The end result is a stunning, intuitive website that leverages Melco’s content to showcase the brand’s efficiency through visual storytelling.
- Reduced number of content types from 17 to 10 to provide simplified content authoring experience
- Added Paragraphs Module including adding 15 custom, pre-styled paragraph types to offer flexibility and customization when creating a new page
- Blog posts displayed with customized Views to allow a visually stunning layout with embedded images
- Extensive QA process to ensure easiest content authoring experience possible
- Extensive training supplied to ensure client felt comfortable and confident utilizing their new site and the new content authoring experience
- Integration with EventBrite to showcase Melco events
Why Drupal was chosen
Drupal is the ideal content management system for enterprise-level businesses that require a highly customized digital platform with simple but flexible content administration. Melco’s team was already familiar with an earlier version of Drupal so the transition to Drupal 7 was painless.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
Views offered a visual, intuitive way for Melco to maintain and manage their website content.
