Creative Fire have been working alongside the marketing consultant for Old MacDonald’s Farm to build upon an already strong brand. The maiden project we were tasked with was to redesign their e-commerce website – they hadn’t updated the existing site for a number of years and they felt it wasn’t keeping up with their competitors. The existing site was also unresponsive and lacked a few essential assets that would help it rank better within google searches. The client wanted a website that would appeal to young families, it needed to be bright and cheerful. They also wanted it to be a central point of access for stimulus downloads that cater for school visits.
Creative Fire created a range of concepts for Old MacDonald’s Farm whereby we experimented with various colour palettes and imagery. We wanted to ensure that the website accurately reflected the park itself, strengthening their brand awareness and building trust with users through brand consistency. Some of the key objectives were to enhance brand alignment, challenge rival brands and encourage more online bookings.
The target audience needed some careful consideration. Whilst the visual appeal was aimed at children, the customer UX on the website would be directed towards parents. With that in mind, we needed to focus on a simple functionality that would balance the vivid aesthetics.
In order to maximise opportunity and get people to commit to purchasing tickets prior to their visit, we also reviewed their payment setup. We needed to make it as easy as possible to make a booking online. We added in a colour coded purchasing system, which would change depending on the season and the type of ticket purchased. This connected with a backend CMS system that would generate a confirmation email detailing the order and any specific requests.
Since the website was re-launched back in 2017, Old MacDonald’s Farm have reported an upturn in footfall through the park. We continue to work with the client to keep the site fresh which includes adding promotional banners for upcoming events, new rides and attractions and special character appearances at the farm.