Tayburn launches ship-shape insurance site
Mutual insurance association, the Standard Club – which provides insurance to shipowners, operators and charterers – has unveiled its new website, designed by Tayburn.
The Standard Club commissioned design agency Tayburn to carry out a major redevelopment of the site following a competitive four-way pitch.
The challenge was to create a website that reflected the club’s position as a forward-thinking organisation in an otherwise conservative global sector.
“In an industry where everyone looks similar, we felt it was important to review the look and feel of our website to present a 21st Century product, yet one that didn’t detract from our heritage”, said Alistair Groom, CEO of the Standard Club.
Tayburn responded to the brief by working with stakeholders to redevelop the site’s visual design so that it remained true to the Standard Club’s history, but gave it a more contemporary appearance. The agency also reconfigured the site’s navigation and incorporated archiving tools offering greater flexibility for visitors.
“The information requirements of a shipowner facing a potential piracy incident, or their employees navigating the complexity of international port regulations are immediate and business critical, so the site’s user experience had to reflect that”, commented Karin McDonald, account director at Tayburn.