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[Case
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Case
Study 1
FamilyBiz/Gallaway Training and Recruitment
Gallaway Training
and Recruitment
required an engaging corporate identity,
website and intranet to help people
balance one of the greatest challenges
of all: career and family.
Hot Chilli's challenge was to create
a new brand and website that engages
working parents, and provides
easy access to diverse
resources and information.
The end result
also needed to be so impressive that
it could be on-sold to financially
interested organisations.
We began where we always do... By
doing our homework. Preparing
a profile of contemporary
working parents we examined lifestyle,
family make up, employment choices
and challenges.
An identity promoting
connection
Our research led us
to create a FamilyBiz corporate
identity that connected with
both sexes. It addressed working
parents from diverse market sectors
and different cultural backgrounds.
The final product was
a powerful, emotive image of a
man and his son walking into the distance.
It captured the notions of sharing
time, understanding one another and
passing on knowledge. The essence
of FamilyBiz.
The identity also incorporated
warm, earthy, tangible colours. Both
these approaches were paramount to
audience acceptance.
A website with emotion:
design and structure
The website had its
own unique set of challenges. While
the overall structure needed to be
efficient and orderly, the design
needed to suggest confidence, emotion
and humanity.
On the navigation side,
we workshopped a variety of department
headings linked to children's various
life stages. We then created colour
schemes and imagery that captured
the flavour of these special times.
Content and information
Applying
Web writing principles, we made
the site's comprehensive information
palatable and easy to scan.
Our content hierarchy was highly legible
and aided comprehension.
In addition, Hot Chilli
taught FamilyBiz staff how
to update their
website and manage membership
access in-house.
The complete solution
was an outstanding success.
FamilyBiz is now used
by companies including Qantas,
AMP and Lion Nathan as a valued
human resource for staff.
See
it for yourself: www.familybiz.com.au
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