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Not only is the Philadelphia Stock Exchange (PHLX) the oldest exchange in the U.S., but it is also one of the industry leaders in its use of technically advanced platforms to deliver information to clients. After modernizing its identity to better reflect its sound technological base, it was time to bring the Web site up to date as well.
Sundberg & Associates has worked with PHLX for many years on brand development, including a recent reworking of the PHLX logo, as well as a range of marketing materials from annual reports to brochures and event signage. After creating a new visual identity, we partnered with PHLX's key marketing and technical support staff to begin revamping the Web site.
Working closely with a PHLX project team, we began with meetings and information-gathering sessions to define the scope and deliverables of the new site. As well as needing a look and feel that matched the new logo and other marketing pieces, the technical functionality and site structure had to be tightly integrated. Real-time data (provided by third-party services) needed to be easily accessible and eye-catching. And considering the site's considerable size, with hundreds of pages spread across multiple tiered sections, the approach to an effective, user-friendly navigation system had to be carefully planned.
The expandable side-bar navigation that we developed also took into account future additions to the site, such as new products and services as well as increases in page count.
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In addition to functioning well, it is essential that the site serves as a marketing tool for PHLX, so that first time visitors will be drawn to explore the vast product range and educational information now available. Combining both objectives was a challenge that could only be met by working through a clearly defined process and ensuring regular communication between Sundberg & Associates and PHLX.
We designed and coded more than 200 template pages that the PHLX Web support staff could implement with customized content management systems. The launch of the site was eagerly anticipated, as it would provide much-improved access to PHLX product information, becoming an invaluable tool for clients. Feedback from both internal PHLX staff and their clients has been very positive, with both communities impressed by the ease of navigation and access to information.
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