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Shaftesbury Capital Plc

Bringing together Soho and Carnaby under a new unified brand identity required a transformative digital strategy to reflect their combined cultural and commercial vibrancy. We delivered a dynamic, mobile-first digital solution that seamlessly blended heritage and modernity driving engagement that enhances global appeal and caters to diverse audiences.

The merger of the Carnaby and Soho districts into a unified business and marketing strategy presented significant challenges.

Previously promoted as separate entities, these iconic areas required a cohesive digital presence that would align with their new integrated brand identity.

Challenge

The new website needed to be a high-performing, mobile-first platform showcasing Soho's cultural richness and Carnaby Street’s iconic status within the broader district. It also had to address multiple goals:

  • Enhancing global perception, supporting a refreshed leasing strategy, and appealing to diverse audiences.
  • Balancing the needs of local residents, international tourists, and potential investors demanded a nuanced approach. The platform had to cater to a wide range of interests and demographics, ensuring accessibility and relevance for all users.
  • Accommodating a substantial volume of high-quality video content demanded advanced media management capabilities and optimised delivery to ensure smooth playback and minimal loading times.
  • Security was becoming a concern as the clients existing WordPress platform aged requiring multiple updates and fixes, maintaining robust security became challenging.
  • Crucially, the website needed to serve as a transformative tool, positioning Soho and Carnaby Street as premier destinations for shopping, dining, culture, and investment, all within a tight timeline for the relaunch.
  • Implementing a comprehensive SEO strategy was crucial for maximising organic visibility and driving targeted traffic to the website. This included keyword optimisation, technical SEO, and content marketing initiatives.
  • The project's success was contingent on delivering a high-quality website within a compressed timeframe. This required efficient project management, effective communication, and a dedicated team capable of meeting the client's deadlines.

Solution

To solve the client’s challenges, we crafted a cutting-edge website using the headless CMS Storyblok, enabling flexibility, security, scalability, and intuitive content management.

A mobile-first, video-rich design, optimised for quick loading and an engaging user experience and working in partnership with creative agency Pollitt & Partners who developed a brand new visual identity for Soho & Carnaby Street.

A transformative digital experience

  • The design balances Soho’s rich cultural heritage with Carnaby Street’s iconic modernity, aligning with the integrated brand identity.
  • Video rich content optimised for rapid loading and seamless user experience across all devices. Integrated high-quality video content to capture the vibrant atmosphere of Soho and Carnaby Street.
  • Storyblok’s modular framework allowed us to integrate vibrant content types, from event listings to editorial features, while enhancing SEO for strong organic search rankings.
  • Integrated AI-powered search for near-instant results, advanced filtering, with typo tolerance. Enhancing user experience and site navigation through intelligent search capabilities.
  • The website now acts as both a user-friendly hub and a strategic tool, driving footfall, supporting leasing, and reinforcing the districts’ global appeal.
  • Enhanced security with modern security measures ensures the protection of system and customer data.

110%

Increase in average engagement time

38%

Increase in page views

290%

Returning visitors

99%

Lighthouse performance score

We believe our customers deserve the right solutions without compromise.

We delivered a high-performance, resilient, and scalable digital solution for Shaftesbury, setting them on a path to sustained digital growth. By collaborating relentlessly with our customers and simplifying the complex, we get results together.

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