Flowjoy helped Innovative Leicestershire build a website for everyone
Innovative Leicestershire brings together a complex regional innovation ecosystem. Led by the Leicester and Leicestershire Enterprise Partnership, its stakeholders range from startups and SMEs through to universities and Government. Flowjoy created a website which speaks to them all.
Overview
The LLEP Innovation Board agreed its inaugural Innovation Strategy in 2022. Board members wanted to use the forthcoming Leicestershire Innovation Festival to communicate their plan to audiences ranging from local entrepreneurs to Government ministers.
The challenge was that the existing narrative was fragmented between multiple partners including three universities, various local authorities, and numerous businesses and nonprofits. A brochure website would be a tangible method of signposting visitors to partner sites providing practical support.
Core objective
Deliver a simple, scalable place marketing website
Strategic
direction
Display
To display content across four key pillar: Leading, Planning, Developing, and Celebrating
Develop
To develop an existing logo into a defined brand style to then be used across other print and digital media
Design
To design an easy-to-maintain evergreen website that signposts visitors with differing interests to relevant partner websites
Deliver
To deliver within 8 weeks, a website which can be shared by any of a wide range of project partners
Lean, Clean, Evergreen
Lean
Strip down complex information under the four pillars, then break into digestible segments - each with a clear signpost for further reading.
Clean
Use of a primary colour palette to underpin pillar messaging and visuall simplify strategic content across both digital and print.
Evergreen
Work in live document with copywriter to form timeless content, while strategically designing site for scalability with future project funding.
Application
Outcome
Sold out launch
The brand and website were unveiled at the sold-out launch of Leicestershire Innovation Festival 2023. Written content created for the website translated seamlessly into print collateral used throughout the two-week event.
Accessible
The inclusivity and accessibility of the website meant that it was useful to all visitors. Within two weeks of going live, the website was listed out from the site of the UK Government’s Department for Levelling Up, Housing and Communities.
Longevity
The website was delivered to budget and to deadline. It was subsequently used to both capture interest from advocates and as the public-facing launchpad for further comms campaigns.
George Oliver