Strategy, brand and website for a contact centre that wanted to talk about customer experience

Emergia was founded in 2005 to do things differently in the contact centre sector: rather than managing contacts, managing the customer relationship from start to finish, from acquisition and sales through to service and collections. It has centres in Spain and Colombia, more than 8,000 employees, and customers in airlines, banking, government, retail, health, insurance, telecoms and utilities. In 2020, while redefining its strategic plan around customer experience, it asked us to help its brand and digital presence tell that same story.

Emergia's previous website was built on Joomla, a platform that had fallen behind, and it carried performance, content-structure and conversion problems. It explained services, but not the proposition the company was defining: supporting the customer across their whole journey, with teams in two countries and a commitment to technology and analytics. And the brand, which had grown along with the company, had no graphic system to make it recognisable across every channel.

Emergia asked for three things at once: a faster, better-structured website geared towards attracting customers and talent; a graphic refresh of the brand; and an SEO and content plan to gain visibility. The risk with a brief like that is starting with the design. We proposed starting with strategy instead, working with Emergia's people in Spain and Colombia, and letting the brand and the website grow out of that.

We started in January 2021 with digital strategy: a kick-off with the Emergia team, a business-model workshop, a target-audience workshop where we set the website's three audiences (candidates, large accounts, and small and medium businesses), and a sector benchmark. That produced the digital strategy and brand strategy conclusions: mission, vision, values and the personality Emergia wanted to project.

On that basis we redesigned the brand identity. We presented three logo proposals, and Emergia chose the one with two "e"s facing and communicating with each other, in orange and purple. We delivered the brand manual and its applications, from ID badges and internal communications to video-call backgrounds, the newsletter and team T-shirts, and in May 2021 the company presented the new brand to its entire workforce.

In parallel we conceptualised and designed the website: content tree, navigation and wireframes for every template, and the design of the homepage and inner pages built on the new graphic system. We also prepared a photography guide so Emergia could build its own image library with photographers in Spain and Colombia, with no stock photos. And we built it on Drupal, in a single installation in Spanish, Catalan and English, with the sections the strategy had defined: services across the customer journey, back office, solutions by objective, delivery models (on-site, remote, nearshore and offshore), why Emergia, who we are, news, careers, and contact with forms by enquiry type. We launched the website on 28 June 2021 and switched on Catalan and English in the weeks that followed.

Since then we've carried on with support: technical maintenance, new developments through a bank of hours, integrating the chatbot supplied by an Emergia external provider, migrating analytics to GA4, and supporting the teams who edit the website.