Building Ogi’s website while its new brand was still being designed

Customer background

Ogi is a full fibre broadband company building its own network across South Wales, from Pembrokeshire to Monmouthshire. Its aim is to connect communities that have been underserved by existing broadband, so they can benefit from the opportunities fibre brings.

It serves both households and businesses, including a managed service for business customers. To grow in the South Wales market, Ogi needed people to know who it was.

The challenge

Ogi had embarked on a comprehensive rebrand under the Ogi name. The new website would be the foundation for all the campaign activity that followed, so it had to be ready to coincide with the strategic marketing campaigns around the launch, on a challenging timescale.

It also had to serve very different audiences, from households checking what they could get at home to businesses looking for a managed service, and drive interest, engagement and sales across all of them.

On top of that, Ogi’s brand agency, Uned Studio, was designing the new brand in parallel with the website project. The site had to be designed and built for a brand that was still taking shape.

Our approach

Box UK worked closely with Ogi and Uned Studio throughout the project. Rather than wait for a finished brand, our UX and design consultants worked from high-level design guidelines and iterated as the brand was brought to life, which kept the project responsive and rework to a minimum.

The team started with the information architecture and content structure, so each audience had a clear route through the site, then built the interface designs from flexible, reusable elements. Those elements had to work for two groups: visitors using the site, and Ogi’s own team managing content behind it.

Box UK recommended WP Engine, a managed platform built on WordPress, as a scalable foundation for Ogi’s long-term plans for growth.

Mari Stevens, Ogi’s Chief Marketing Officer, explained why Ogi chose Box UK for the project:

The reusable elements then became the building blocks of the site itself.

What we built

The page elements identified by the design team became a suite of components in the WordPress Block Editor, reusable across pages and locations. Where Ogi needed something the editor didn’t offer as standard, Box UK built custom blocks.

One of those is a postcode lookup. Visitors enter their postcode to see which services are available in their area, and can pre-register their interest in signing up.

Box UK integrated the lookup with Ogi’s Microsoft Dynamics CRM, connecting to an API Ogi had built and advising on how the data transfer between the two systems should work. Registrations go straight to Ogi’s CRM, where they help inform its strategic plans and campaign activity.

Two plugins add further capability. Advanced Custom Fields Pro supports custom options in the back end, and Gravity Forms lets Ogi build the complex, multi-stage forms it uses with existing and potential customers.

Delivery

Box UK’s UX, design and development teams worked to a challenging timescale so the site would be ready for the campaigns launching the new brand. Because the site was built from flexible components, changes to the brand as it developed could be taken in with minimal rework.

The outcome

Box UK delivered the website to support the launch of the new Ogi brand, as the foundation for its campaigns and a single site for both household and business customers.

The postcode checker gives Ogi more than a sign-up route. Every pre-registration lands in its CRM, giving the team information about interest by area to help inform its plans and campaigns. And because pages are built from reusable blocks, Ogi’s team can create pages for future campaigns from the same components.

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