Charles Street

Who was the client

Charles Street Solutions is a London-based communications and IT service provider. They specialise in providing services to the legal and financial sectors.


The work

Web strategy • Architecture/wireframes • Design & build

The brief

As part of the wider brand refresh Firedog applied the new look and feel to the Charles Street website. The corporate website is one of the key touchpoints for a business-to-business brand and is an essential deliverable for a project of this type.

The solution

In 2005 Firedog designed the original Charles Street website, the look and feel was very dark and sultry, reflecting the high-end, exclusive nature of their offering. As the company had expanded to become a serious mid-size player in the market they needed to develop their brand to appeal to their growing audience, the website being the key outward facing articulation of this new positioning. Charles Street needed a new strategy in order to present themselves as an established and serious player in the market.

Firedog stripped the site down and started again from scratch, creating the architecture, wireframes and strategy whilst considering needs of Charles Street’s core customers. Information architecture was carefully planned to provide easy navigation for every user whatever their reason for visiting the site. A ‘gateway’ layout dominates the homepage, leading the user straight through to one of the three services offered by Charles Street. This is further supported by a page linking strategy throughout, meaning navigation is simple and effective.

The results

The look and feel of the new brand reflects a sophisticated corporate feel, moving away from the bespoke retail look of the previous site. Firedog used a white background as a clean, clear platform with large scale brand imagery on every page. This unique brand imagery was created by Firedog using bespoke photography and 3D post production to further reinforce Charles Street’s slick, modern business offering. Firedog applied brand messaging and developed keyword integrated copy for each sector focusing on global reach and brand values for SEO. Succinct and direct copy was developed, using a ‘top-down’ tone-of-voice suggested by Firedog. Firedog built the website using HTML, CSS, Flash and Javascript.

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