The homepage of the site contained the underlying image concept and a clear and contemporary layout style. The simple looking frontend disguises a very complex and deep back end system, based on a multitude of user types and page functions. We worked with the Mercuri guidelines and extended the controls into the digital format. The online portal required careful planning and prototyping due to the extensive multi-regional domain and page type structure. The imagery extended futher into the Mercuri communications strategy, creating a strong mental association. The concept around the site was developed to tap into the power behind imagery of eagles, used as a metaphor for sales and conversions.