Services
Brand strategy
Digital
Sectors
Transportation & logistics
Location
Hong Kong
Services
Brand strategy ,
Digital
Sectors
Transportation & logistics
Location
Hong Kong

A new strategy, system and site

Every three years, Li & Fung reviews its business to refresh its strategic planning.

To signal the change from “We are Li & Fung” to “Creating the Supply Chain of the Future”, Sedgwick Richardson was asked to redesign and launch a new corporate website. With a deadline to deliver within four months, speed was of the essence.

Taking a visual audit

A digital audit of the existing website revealed that not only did the website need an update, but a rethink of the entire digital design system was required to truly reflect the new business direction and style.

The challenges & opportunities

1
1

Signalling change

How do we most effectively communicate to new and existing users, the shift in Li & Fung’s business such that it is easily understood?

2
2

Visualising a concept

How do represent the notion of “Creating the Supply Chain of the Future” in smart & engaging way, such that the user experience is memorable?

The revamped website

A dynamic new website with a distinct design, clear content structure, efficient navigation and revamped UI and UX system to support the future direction of Li & Fung.

Building a new visual system

Taking the results from our visual audit, we planned to create a new visual system which is more unified & cohesive to reflect the key themes within the new business strategy – Speed, Innovation and Digitalisation.

Going mobile

With the new visual system in place, we were able to consistently apply the design styles across various devices, allowing the website to be fully responsive for all screen sizes.

Animation style

As the “Supply Chain of the Future” Li & Fung acts as a link that effectively connects the different stakeholders along the supply chain. Throughout the website we used looping animations to convey this idea of “interconnectivity”

Impactful infographics

Educating new & existing users is an important aspect of signalling change. We discovered that the existing set of infographics had room for improvement and could have been more clear and informative.

The new infographic styles therefore are clear & concise, while communicating more impactful information at a glance.

Sustainability chart (new)

Conclusion

A new website that accurately represents the new strategy & vision for Li & Fung, as well as robust digital design system, flexible for use in future marketing materials & digital applications.

We continue to be supported, challenged and enriched from working with the team at Sedgwick Richardson. From the refresh of our website, to annual reports and digital storytelling, their approach is always strategic and collaborative. They are a fantastic extension of our team.

Anna Tehan
Director, Corporate Communications, Li & Fung

Awards

Transform Awards Asia Pacific 2019

  • Best rebrand of a digital property – Bronze
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