ABOUT

With the aim of providing businesses, NPOs and charities with the facts about the competitive nature of the water market allowing them to make an informed choice over their water supplier, Scotland on Tap was formed by the Water Industry Commission for Scotland.

In order to get their key messages across to the audience, the Water Industry Commission for Scotland selected AD to design and develop a bold, user-friendly, responsive website which allowed users to navigate content with ease and make an informed decision.

At the beginning of 2008, Scotland was the first country in the world to offer non-household customers a choice over their water supplier. With the introduction of competition in the industry, this has brought in greater choice and as such, lower prices for businesses.

As Scotland on Tap was a new initiative, it had little traction or brand awareness online. As such we began with industry analysis and a review of key competitors to identify it’s position.

It was then over to our design team to work their magic. With no brand guidelines or colour palettes in place, our creatives worked with the Scotland on Tap team to develop a striking brand which would stand out in a busy marketplace. Utilising interactive elements and pastel colours throughout the site, this was designed to capture attention and engage site visitors.

After designing informative infographics to be featured throughout the site, we created customised templates and brand assets in Prezi, allowing the Scotland on Tap team to create their own visually appealing case studies for the website and other channels which were consistent with the brand.

As this was a new initiative to the market, it has boosted brand awareness throughout Scotland. Since launch, mobile traffic has increased significantly with the average visitor session up by 20% on mobiles and 25% on tablets in comparison to pre-launch. Additionally, the contact form has been the second most popular web page since launch and combined with 71% of sessions from new visitors, this is indicative of the initiative’s popularity in Scotland.

“The Water Industry Commission for Scotland is a public sector organisation and for the redevelopment of our business customer website, Scotland On Tap, we therefore required a digital solution that offered the highest quality outcome, whilst also offering value for money. The aim of the new website is to attract and inform all businesses in Scotland about the competitive water market and provide users with a highly accessible and useful interface. We couldn't be more pleased with the new responsive website and all the work AD has delivered. We continue to receive many compliments on the site from both users and our stakeholders."
Head of Competition, Water Industry Commission for Scotland