2019 - Present
Whilst Umbro has local offices looking after the marketing in their respective regions, Umbro's global office is responsible for the collation and distribution of branded content globally.
Whilst Umbro's global team are effectively the nominated guardians of the brand, the local offices were able to publish content directly to the website which was causing issues with consistency and quality management.
In addition, Umbro wanted to reposition their digital presence to bring editorial content to the forefront to engage much more effectively with their fan base.
Umbro's sessions come from mobile devices predominantly so our design team took a mobile-first design approach. The UX brief was about striking a balance between browsing behaviour and referring visitors to Umbro's local ecommerce websites.
Absurd implemented the Umbraco CMS so that content workflows could be deployed for the management and QA of locally submitted content. We also utilised Umbraco's functionality to depoy and manage Umbro's language variants, with a direct integration to Umbro's translation partner.
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