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A contemporary and innovative responsive web platform, beautifully designed for a unique, innovative coffee company.
Background & Objectives
Matthew Algie is an independent coffee roaster and supplier who source, roast and package coffee originating from places such as Ethiopia and Sumatra; all from their Glasgow head office.
The team approached Screenmedia in 2012 with a brief to re-establish the company’s digital presence. Up until 2012, the company had focused their business, sales, and marketing strategy around offline channels, and were about to embark on a brand awareness strategy.
Requiring a dynamic and contemporary solution that would tell their story and expand with the company, Matthew Algie selected Screenmedia as their digital partner to design and build an industry leading solution.
Online channels were to be refreshed and upgraded to communicate the company’s passion and expertise for coffee to a wide array of audiences; from baristas and ‘good coffee’ evangelists, to small independent coffee stores and senior buyers from global retail chains.
Strategy & Execution
The overarching objective was to modernise the brand's digital communications. In technology terms, the website and email marketing platforms had to be upgraded to contemporary, robust and scalable solutions that offered Matthew Algie a stable mechanism for growing and developing their online communications. In design, the objective was to deliver a brand-appropriate, bespoke and carefully crafted online identity which closely aligned with the company's meticulous attention to detail and passion for quality and innovation. At the heart of the content strategy was the correct tone of voice; knowledgeable, expert, experienced, passionate and unique were all words the internal team were keen to portray from the new website and digital communications.
Our planning team started by addressing the site's information architecture, spending time considering the user journeys and appropriate calls to action for each visitor type identified in the brief.
From AI to Wireframes
Once prepared, our IA lead the way towards a series of site wireframes designed and produced to illustrate how content could be presented clearly and effectively with the purpose of attracting and engaging core audiences with important messaging. This process was coupled with reference to sample content, design, and functional elements from the current site and across offline outputs. We also referenced best practice exemplar design, content, and functionality, which helped inform how best to deliver a truly contemporary and innovative solution for Matthew Algie.
Working with a brand like Matthew Algie - who display a strong, high quality brand proposition offline - was a dream for our designers.
Basing our design style on the core brand guidelines, we developed a highly rich, colourful, and textured design solution complete with a carefully crafted illustrated footer, designed to bring elements of Mathew Algie's hands-on sourcing policy to the fore.
Matthew Algie strive to be at the cutting-edge of their industry, and so required a CMS that was robust, future-proof, and expandable to their growing communication needs. By utilising the Screenmedia Reach™ platform, our CMS solution underpinned by Umbraco, we were able to deliver Matthew Algie a powerful and flexible solution that was both user friendly and highly extensible. Fully integrated with a responsive design framework, using Screenmedia Reach™ meant Matthew Algie could cost effectively deliver the optimum user experience for their users across desktop, tablet, and smartphone.