Rufus Leonard Helps UK Trade & Investment to ‘Hit the World Running’

12 April 2007

UK Trade & Investment, the government agency responsible for promoting exports from the UK as well as attracting inward investors to set up business here, has launched a new home page for its website, with the help of leading brand and digital consultancy Rufus Leonard. The project follows the development of one compelling message to promote the UK economy internationally. The essence of the message is that the UK is a springboard for global growth, which brings with it a unique combination of success, confidence, ambition, know-how, innovation, creativity, potential and connections.

This message is being brought to life in a bold and confident way and the new home page reflects that. With lines such as “Hit the world running” and “Fast Track to the world”, UK Trade & Investment wishes to engage with its audience at a highly personal level, whilst also reflecting regional differences.

The previous home page was launched as an interim measure to provide a single entry point for both exporters and investors. However, it was functional in nature and did little to promote the UK Trade & Investment brand or make visitors aware of the various ways that UK Trade & Investment may be able to assist them.

Rufus Leonard’s new design introduces a brand panel at the top of the page, which captures the key message to both primary audiences. The two boxes below allow UK Trade & Investment to highlight major news and key services to the relevant groups, as well as routing them rapidly to the right sections. The promotional boxes on the right are designed to reinforce the new brand positioning with relevant and targeted messages.

UK Trade & Investment is delighted with the new home page, which has tested well with representatives from the main target audiences. Its online customers will be welcomed with a home page which truly reflects the range and quality of the work being done by UK Trade & Investment in promoting UK economic interests.

Andrew Pinkess, strategy director and client partner at Rufus Leonard, added: “This is a prestigious project for UK Trade & Investment and we are very pleased to help it to accurately reflect its new brand positioning online.”

To visit the UK Trade and Investment website use the following link: www.uktradeinvest.gov.uk