for a global
The journey of discovery
Freixenet is the largest cava brand in Spain, with a significant global presence in key European markets, the US and Asia. Freixenet approached Elespacio to redesign their global website and devise a digital strategy.
So where to start? Before we could even begin to recommend a website design or best practices for their digital strategy, we needed to immerse ourselves in the brand, their team dynamics, and their digital legacy. This was an extensive exercise of brand identity and organizational culture discovery that went far beyond re-designing freixenet.com.
We worked closely with the client’s global, UK and German teams and with Freixenet´s branding agency, Lovebite, to define a digital strategy and creative visual direction for its future website.
Pulling it all apart
First, we carried out extensive desk research into Freixenet digital properties, legacy and their ongoing online marketing activities.
We held a series of stakeholder interviews to find out what their business goals and their customers’ needs are, and how their teams work together.
The next step was to map their current digital ecosystem, so we could visualise the entire Freixenet online presence across different markets. Then we could identify pain-points on both Freixenet.com and social media channels.
Armed with this knowledge, we held a team workshop at our office to present the discovery findings, explore the brand personality traits, and decide on the next steps.
We are all on the
One step at
People, process & technology
People and good team collaboration are key drivers for an effective digital strategy. Our recommendations can only come to life with buy-in from international teams followed by changes in the way teams work together. Our key priority was to clarify roles and responsibilities for both the global and regional teams, layout workflows and provide a roadmap for Freixenet to unify its brand voice online.
Given the excellent level of collaboration between the teams involved during the Discovery project, success will surely come. Cheers!