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Responses by Theofanis Apatangelos, managing director and partner, Kommigraphics.

Background: BMS United has been active in the shipping industry since 1990. Today, it is one of the leading bunkering companies in the world. Some of its important characteristics include its multinational culture, reliability, responsibility and transparency towards customers. Based on BMS United’s progressive character, we designed far beyond the classic boundaries of the market. The new site presents a company that embraces diversity, constantly evolves and always aims for the top.

Design core: We created three different pillars on which we based the analysis and strategy of the UX, the design of the UI and the implementation of the website. Choosing photographic material was important as we had to maintain the balance between the market of BMS United and its futuristic image. Avoiding commonalities and clichés, we came up with a special digital color palette that, combined with a customized web design, helps the user journey.

Moreover, the typographic treatment plays a huge role in the design throughout the whole website. Wanting the typography to express the company’s corporate yet innovative character, we set it as the hero element that stands out and built the rest of the experience around it. We’re also proud of the flawless, flow-less coding where the smooth animation treatment creates the water-like experience we wanted to achieve.

Challenges: Moving beyond the boundaries of our comfort zone. We had to avoid all the cliché design elements that users can easily recognize in the maritime industry. Moreover, the site supports three languages—Russian, Chinese and English—that is quite challenging in and of itself. Convincing the client to take the path of aesthetics was not a difficult task at all, since the company is a trendsetter.

New lessons: We believe that thinking outside the box and the pursuit of the wow factor are the keys to success. But despite all that, such a digital product must work for its users at the end of the day. We learned to experiment more and find new solutions in terms of working remotely.

Navigation structure: We always design wireframes for such projects, and the navigation structure plays a huge role in the user’s journey. Our goal was to crosslink the whole site and create an immersive experience for the user. The main challenge was to deliver a corporate site that users want to stay on and enjoy!

Special features: The full-screen mega menu, the fat footer and the crosslink areas throughout the website are the main navigational features. These could not be happening without a specific and in-depth site map.

Technology: The site has a bespoke administrative interface, a flexible CMS using components, web animations, responsive images, lazy loading and third-party API integration for managing job applications.

bmsunited.com

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