Creating a digital presence
Sucden are an independent market leader in soft commodities, trading worldwide on all the major markets. Sucden act in every capacity from production to processing and distribution, combining global know-how with local expertise to connect supply and demand in a sustainable way.
Founded in 1952 as a family business, the company has grown with 4,700 employees operating in over 25 locations worldwide. Synonymous with worldwide expertise in the trading of sugar, the Group's expertise includes sugar, coffee, cocoa and ethanol with associated services of ocean freight and futures/options brokerage.
Following a brand refresh, we were appointed to completely redevelop the main Group website to tell the new brand story and raise the company profile amongst its employees, clients, service providers, governmental and regional organisations and regulatory bodies.
As a primary marketing communication and business development tool, the site's key objectives were to provide each audience with an overview of Sucden, in addition to providing easy access to more detailed user-centric information in support of Sucden’s continued plans for growth.
From a visual and tone of voice perspective it was also essential to capture the entrepreneurial spirit of the Group and reflect the scale, expertise and heritage of the business across the new website.
We initially conducted a research and planning phase including a one-day workshop in Paris with senior management to develop insight into Sucden’s business strategy, identify key user persona's and define the site objectives, goals and messaging platform.
This research stage formed the basis of our information architecture and user experience planning, alongside the development of the site content strategy and the basis of the creative brief.
In addition to the overall site design and build, we also developed content for the site, including copywriting, image sourcing and the creation of infographics to support process and trade flow data.
With full mobile optimisation and performance needs in mind, the site has been developed to provide impact and an engaging user experience that captures the forward-looking and dynamic spirit of the Group, providing an important first step in the development of Sucden's digital strategy.