DIRTT.com
In July of 2022 DIRTT pulled back the curtain on a rebrand that was the culmination of an 18-month effort to reposition the company for future growth. DIRTT’s evolved brand brings their vision for the future of construction into reality by solving three major problem areas: lack of understanding around DIRTT’s full offer, a resistance by customers to buy-in to the power of the full DIRTT construction system, and a limited ability to qualify and nurture customers through the buying process.
Merchandising a Complex Offer
The top insight uncovered during the research phase of the rebrand was a lack of understanding around the DIRTT’s offer and the unique components of its construction system. Most knew DIRTT as a provider of modular wall panels but had limited awareness of their capabilities in glass, connected infrastructure, timber, and casework.
The previous experience at DIRTT.com was a confusing rabbit hole that required customers to work overtime to educate themselves on DIRTT’s product. In particular, members of the architecture and design community expected manufacturer websites to provide an always-on repository of product details, imagery, and specification data. The challenge that emerged was centered around how to dynamically demonstrate not only what DIRTT does, but to make the experience so fulsome and engaging that just a few minutes on the site would be enough to educate a potential client on the full breadth of DIRTT’s offer.
We solved this problem by developing a connected series of product pages. Sounds simple, but the “p-word” at DIRTT was loaded with historical context that made leadership hesitant to put the focus on individual products rather than a full system sell. To combat any unease we made sure each product page was connected to the full suite of product integrations that could be combined to achieve more value when building with DIRTT.
Additionally, each product page features a series of animations designed to illustrate their unique features and customizations alongside a robust section that links to visually rich case studies that feature each individual product in use.
Selling the System
Sales data was telling us that leading with the full DIRTT system as a sales strategy was resulting in larger projects at a higher win rate. Our challenge with the new digital experience was to take on that “systems storytelling” early on in a visitor’s journey through the site.
I led DIRTT’s creative studio alongside two different agencies (digital, animation) through the production of a two minute brand hero video that was designed to not only tell a story highlighting the power of the DIRTT system but also to be the first piece of media to fully utilize DIRTT’s new brand expression.
Nurturing to Next
The final challenge centered around ensuring that site visitors could easily take one of several next steps depending on where they were in their buying journey with DIRTT. Our solution was a CTA that allowed users to choose their own adventure when it came to diving deeper into DIRTT.
For those just being introduced to the concept of industrialized construction, the option to be connected to a local sales rep was offered. If there is a desire by a customer to go deeper on their DIRTT discovery journey, we led them toward a booking portal for a virtual or in-person tour of a DIRTT Experience Center. Should someone be seeking a low-commitment way to stay connected to the company, an option to subscribe to a regular cadence of construction insights is available.
In a dynamic and always changing world, DIRTT’s brand needed to be agile, responsive, and conversational. The new experience at DIRTT.com has become the perfect platform for DIRTT to tell their story, educate customers, and lead them to an informed, purposeful next step.