The challenge 

ReMade in Australia approached Luminary with a need for a go-to-market website to introduce the new brand and its sustainability certification. The site needed to be equipped with essential functionalities for its launch, including trademark information and forms to gain customer feedback and insights, whilst using design and storytelling to establish their online presence. The website also needed to be developed with future phases in mind, including CRM integration with Salesforce. 

What we did

Content strategy

To ensure the new website met both user needs and business objectives, we began with a Content Discovery Workshop to align on priorities, pain points, and goals. This laid the foundation for a deeper synthesis and content exploration phase, where we worked with stakeholders to define the target audience, clarify business messaging, and start shaping the information architecture (IA) and content strategy.

Building on these insights, we created content wireframes that visualised how key messages and information would be structured within the proposed IA and design system. These wireframes served as a bridge between strategy and design, helping to validate the content hierarchy early. From there, we delivered copywriting and a bespoke style guide aligned with tone of voice, accessibility, and SEO best practices — ensuring the content was not only purposeful, but also user-focused.

uSkinned for Umbraco

ReMade in Australia’s long-term strategic vision was to continue implementing an enterprise-level CMS capable of meeting their business and marketing strategic roadmap.  Based on analysis of the technical requirements to support the website, Umbraco Cloud was selected as the appropriate solution. Umbraco Cloud hosting provides an all-in-one solution that simplifies development, deployment, and maintenance with automatic upgrades, seamless scaling, and built-in continuous integration. 

To expedite the project delivery, the uSkinned platform emerged as a compelling solution, offering a swift, and cost-efficient pathway to achieving the brand's immediate website objectives. The uSkinned platform also aligned with the broader technological roadmap, and as a bonus, minimised the reliance on extensive front-end development (FED) support. 

To empower internal content producers, Luminary delivered comprehensive training onuSkinned to ensure they could independently manage and update the website. This included effectively utilizing the pre-existing components, leveraging the asset libraries for the centralized management as well as the deployment of icons and other digital brand assets. 

Designing with an organic nature in mind

The design phase for the website was characterized by a close collaboration between Luminary’s designers, content strategist and ReMade in Australia’s content team. This dynamic partnership facilitated a flexible, organic and adaptable week-by-week development process, allowing the design to evolve in response to ongoing discussions and insights.

Luminary focused on creating modular components with a thoughtful application of the brand's colour palette and existing brand shapes, with an aim to represent the ReMade in Australia’s organic nature and overarching brand vision. 

SEO implementation

Since ReMade in Australia was a brand without any existing website or SEO equity, our goal was to help search engines quickly understand what ReMade is: in a nutshell, a sustainability certification.

We weaved related keywords into SEO tags and web pages to help search engines and AI build this association with the ReMade in Australia brand name early. After all, first impressions count.

We also supported editorial content planning by using SEO keyword research to understand the questions people were asking about the subject of circular economies, generating ideas for future content assets.

The website was built in alignment with SEO best practices, from ensuring all SEO tags, image Alt Text and Open Graph tags were populated, to pages being built with good header tag structure, so that the site loads quickly and in turn is fully crawlable. These efforts led to an at-launch SEO health score of 98/100, one of the highest we’ve delivered.

The outcome

Combining content strategy, organic design and best practice SEO, Luminary delivered a simple, striking and cost-effective website solution to launch the new ReMade in Australia brand and establish a credible online presence.