DIRTT, which stands for “Doing It Right This Time,” creates extraordinary interior spaces that are highly functional today, and imagined to accommodate the future, too. Their clients are everything from healthcare to schools, from office to home life.
What started as an ask to develop a digital strategy to better communicate their brand and value proposition quickly turned into a conversation about their primary digital resource: the DIRTT website. So we did both.
DIRTT holds a unique position as disruptors in the construction industry with new methods, technology, and ideas. Their occupation in a variety of sectors provided both opportunities and obstacles for us. They’re not an interior design company, or a construction company, or an architectural firm - but they touch all of those disciplines in different capacities. DIRTT also uses technology that required a painless explanation.
In the digital space, DIRTT needed open-minded, fresh thinking to match theirs. We went aspirational - exploring verticals like design, architectural, and technology for inspiration. In all ways, we sought to replicate the DIRTT philosophy of functional and beautiful spaces. We wanted to reflect that in a user-centric website about user-centric spaces.
DIRTT lives in uncharted territory, and they had minimal existing language around their solutions, technology and value. Pivotal to the project was to help any audience understand DIRTT. We would need to create an engaging but straightforward experience that communicated all that DIRTT is to their broad audience with different needs and levels of sophistication.
Key messages were the key.
Using multiple research methods for various types of customers, we confirmed what we already knew: there was no clear messaging around what DIRTT does, nor for whom.
We crafted key messages to both inform and mitigate misinformation. What could have become a maze of text describing all things DIRTT to multiple audiences became a highly relatable website that makes DIRTT products easy to understand - and even easier to covet.
It doesn’t often happen - like, ever - that the best idea is to design for and speak to, the general public. DIRTT is an unusual exception. And it worked. Ultimately, Evans Hunt helped DIRTT in their mission to democratize design with a universal language, an uplifting brand, clear messaging and vivid imagery.