20/11/12 Rightpath Rebrand and Launch New Website

Rightpath Claims have launched a new website (www.rpclaims.com) and revealed their new company logo.

Head of Client Services, Paul Staples, explained that “The new website has been designed for multi-device browsing, providing a much better web experience for our clients and their customers irrespective of screen resolution.

We commissioned the revisions to meet the needs of the increasing number of customers browsing from mobile devices. This currently accounts for 7% of our traffic and we expect this to increase by 100% over the next 12 months.

Whilst we had already invested in a dedicated ‘mobi’ site in 2010, there have been four important developments in the needs of customers browsing from mobile devices:

1. ‘Smart phones’ are replacing ‘feature phones’ and as the capabilities of these phones improve there is an increasing expectation for mobile browsing to offer the same look and feel as desktop browsing.
2. There is a greater prominence of tablets (e.g. iPads) as a mobile device, with screen resolution sitting between mobile and desktop.
3. In 2010, mobile data was relatively expensive, particularly whilst travelling overseas and so page size was a predominate focus of the website design. However, data costs have reduced significantly over this time and the need for small page size is now outweighed by the demand for engaging designs and functionality.
4. Creating a dynamic website was a lot more complex in 2010 and so we created a separate domain (.mobi) but channelling mobile traffic to that site was difficult with only 14% of mobile browsers using the dedicated mobi site.”

Commenting on the new corporate logo, Paul explained that “We did not want to move far from the simple fonts of our existing logo, but wanted to introduce a new abstract symbol to represent the development and growth of Rightpath over the last 5 years.

As a technology led business, there was the temptation for adopting a fun, web 2.0 based design but we recognised that as a service organisation we needed to have stronger emphasis on keywords such as trust, professionalism and security which we felt are more suited to a relatively conservative design.”