Responses by Marc-André Dandurand, creative director; and Élodie Doua, studio director, lg2 Digital Experience.
Background: “Tilton’s new platform centers on the message of environmental responsibility and positions the company as an industry leader in the packaging B2B arena,” says Élodie Doua. “As the first step toward becoming fully transactional, the site meets the company’s ambitious business goals while intelligently anticipating its future needs. This new website was an important part of Tilton’s strategy to set it apart in a highly competitive market.”
Larger picture: “Created during a major rebranding exercise, the new Tilton website aims to highlight its new positioning—‘Packaging for the Future’—where the circular economy is at the core of its business strategy,” Doua explains. “The site fulfills three major objectives: to strengthen the employer brand with a detailed content offering, provide a comprehensive showcase of its product catalog and to allow the ordering of product samples.”
Design core: “The artistic direction of the site is inspired by the new brand we have developed alongside our colleagues from lg2 Québec,” says Marc-André Dandurand. “It was important to keep the product at the website’s heart while keeping the ecological aspect of the brand. The rounded corners are often used only at the bottom of the elements to recall the edges of the thermoformed packaging products Tilton makes. Reveal effects have become a brand signature in terms of animation; these are found at the top of the page and in different modules throughout the site’s content.”
Favorite details: “The 3-D animated bowl on the homepage is the perfect element to make users immediately understand what Tilton does and what it offers,” Dandurand says. “It’s a visually compelling navigation experience. Since Tilton is a company specializing in ecofriendly packaging, it wanted its platform to communicate the environment’s pivotal place in all brand decisions. We graphically conveyed this message by illustrating the circular economy and the brand’s environmental impact throughout the site. In doing so, the circular economy section visually affirms Tilton’s raison d’être: creating innovative and environmentally responsible packaging.”
Navigation structure: “The site’s navigation has been designed to highlight Tilton’s products and enable users to understand their specificities and make informed purchasing decisions,” Doua says. “A megamenu specific to packaging presents the company’s complete offering. There are two ways to navigate the product section: product line or product use. We added advanced filters and illustrations of features to explain products and help clients make better-informed choices. The site’s navigation has also been redesigned to meet the needs of current customers and anticipate those of potential B2B customers by separating the offerings’ categories—i.e., food, medical and pharmaceutical, and custom made.”