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Client Work / 2024
Enggal Group Indonesia
Building Brand Visibility in a Multi Brand Culinary Group
How I designed a website for a multi-brand group without compromising the visibility and discoverability of each individual brand.
Role
Web Designer
Duration
2 Weeks
Context and Problem
Enggal Group is a culinary group with over 10 brands and 30 outlets across Indonesia. They aimed to build a central website that allows users to easily get to know the group and explore all the brands under its umbrella.
The challenge lies in the sheer number of brands, which tends to split users’ attention, making it difficult for each brand and even the group itself to stand out. This project was intended to create a balanced and structured experience, encouraging users to explore each brand more deeply while also understanding the overall identity of Enggal Group.
Process and Challange
The Enggal team provided initial references, feature lists, and a structural outline for the website. I began by studying the brief and researching similar websites to enrich the visual direction and design approach. My first step was to develop an information architecture to ensure the structure aligned with the brief and the client’s needs. I then shared this with the Project Manager (PM) and client via group communication for validation.
Once approved, I started by exploring the hero section as the visual foundation of the website. I created several design options for the Enggal team to choose from. The selected option became the basis for styling other pages, which helped streamline the design process and maintain visual consistency across the site.
To address the issue of brand visibility, I implemented micro interactions in the brand showcase section. These subtle animations aimed to make the user experience more engaging and encourage users to explore each brand in more depth.
During the iteration phase, the PM and I identified a few sections such as the team and CEO greeting that initially felt too plain. I refined these areas to make them more visually appealing and to better convey the personal side of the brand.
The client also raised a question about how the design would accommodate future brand additions. To address this, I proposed multiple layout solutions and explained the pros and cons of each:
Additional grid layout: Maintains equal visibility among brands, but limits the number of brands that can be shown at once.
Individual card layout: Accommodates more brands, but each card only highlights one brand and could lead to uneven visibility.
After discussion, the client decided to go with the expanded grid approach, as it offered a more balanced visual hierarchy.
I also designed the admin site to ensure consistency in the visuals used by the client. I provided clear image guidelines, including the best aspect ratios to use, so that every time the admin uploads a photo, it maintains its quality and doesn’t appear distorted or shrunken on the website.
Once all iterations and improvements were complete, I presented the final design to the Enggal team.
Impact
The design received positive feedback from the client. They especially appreciated the use of micro interactions in the brand showcase section, which brought the interface to life and encouraged user engagement. Additionally, the client suggested enriching the outlet map by including detailed location information for each outlet across various cities. This feedback became a valuable input for future iterations to enhance the website’s informational depth.
Reflection
This project taught me the importance of designing not just for the present, but also for the future growth of a product. With a growing number of brands under Enggal Group, I learned to consider a flexible and scalable structure from layout choices to navigation and responsive components that could easily adapt over time.
