TORONTO - Storage and home organization designer and manufacturer California Closets worked with web designer Meticulosity and marketing agency McCann Canada to launch an all-new Canadian website.
According to the marketing and branding agencies, California Closets, a subsidiary of FirstService Brands, faced an issue of how to be relevant to Canadians and feel like a "Canadian company" while still representing their global brand.
“It was important that we built a website for Canada that spoke to local markets and Canadian buyers yet was on-brand with our corporate vision. Our new website accomplished a balance of local content and media along with brand voice to make this marketing strategy a success,” said Samara Toole, chief marketing officer, California Closets.
The new Canadian website is an incremental evolution of design, content, and functionality from California Closets existing U.S. website. The Canadian site offers a unique localized experience that customizes content for visitors from their respective California Closets franchise market. In addition to the new user experience and design, the site is also powered by an all-new content management backend that is faster, more efficient, and easier to use for California Closets’ web team.
“It was really a great experience getting to work with some of the best minds in branding, content, and marketing strategy," said David Ward, president of Meticulosity. "This was a truly interdisciplinary collaboration between California Closets, McCann, and Meticulosity. The outcome was a site that not only looked great, but has tailored content that speaks to each visitor while being built on an efficient and reliable software platform.”
User experience and best-practice mobile design drove many of the decisions behind the redesign. Meticulosity and McCann Canada worked directly with California Closets’ corporate design team to took the best components of their existing US site and improved upon them. The new website is powered by a highly-customized WordPress backend developed by Meticulosity.
California Closets has nearly 130 showrooms and over 700 design consultants across North America.