By providing a space for business and education to co-exist and thrive, dLab is helping to cultivate ideas, foster emerging technologies, and connect the people of Durham region.

Strategy

Our main goal was to create a site that was engaging and easy to navigate. The starting point for achieving this began by focusing on typography as a base for the site’s graphical structure. We worked closely with dLab’s internal team to establish a content-first strategy which in turn, would deliver a clear user experience. dLab is now able to curate and produce original content within dynamic and flexible collections. This gives their various users the ability to  easily engage with the content and continuously explore the breadth of information the site has to offer.

Planning

Another significant step in planning this site was ensuring that the experience focused on delivering the content to every user within dLab’s large user demographic. Because dLab is a new initiative in Durham and Whitby, there is a lot of interest from the general public and investors alike. The experience needed to deliver written content, architectural renderings, videos, photos, as well as forms, tags, and social media in a way that conveyed visual structure and hierarchy.

Design

We worked closely with Bryan Becca at SvN to establish a brightly-coloured, typography-driven design system. It was important that this site feel fresh and engaging while maintaining a set structure and focus. Key colour separations, large captivating images, and concise user interface elements make navigating effortless, regardless of a user’s technical knowledge. We also made sure that the site is fully responsive so that it functions across a broad spectrum of devices and platforms. We put a great deal of attention into the smallest of interactions and feedback to ensure the highest quality experience.

Development

It was very important that any member of the dLAB team be able to manage the site, so we chose a content management system that is easy to use, flexible, and robust. This included allowing the internal marketing team the ability to create, connect, and publish content quickly and easily. Every article includes: social sharing capabilities, keyword tagging, and dynamic content management capabilities.  We also built a feature for written content to be grouped together by subject type and provide in-article attribution to team members that links to that individual’s contact information.

Analytics

Data tracking, capture, and reporting is very important in all of our projects. For this project, the analytics allow the dLAB marketing team to collect data on browsing behaviour such as duration, enter and exit points, and page views. It also reveals key demographic information such as age, gender, and location. This information will allow dLab to better understand the characteristics and behaviours of their users so that they can clearly communicate the right messages to their target markets.