The client
The British Horseracing Authority (BHA) is the official governing body for horseracing in the UK.
The work
careersinracing.com
Front-end web design • Site strategy & architecture • CMS
The brief
BHA’s website, careersinracing.com – a resource for anyone involved, or looking to get involved in the horseracing industry – was outdated, visually inappropriate and extremely difficult to navigate. Firedog was asked to strategically re-design and re-develop the site. While the content at the time was still relevant, the delivery and accessibility was poor.
The solution
Firedog kicked off the project by defining a new usability strategy coupled with the redevelopment of the web architecture and content structure. We targeted three core audiences – career seekers (new to the industry), educators and parents, and those already in the industry.
The new structure clearly channels relevant content segmented to these three distinct audiences. Coupled with this restructure, Firedog created a new visual identity for the front-end of the site. It is now more welcoming, professional, accessible and friendly. Because it was important to represent the entire industry and not just the jockey cliché, we avoided the temptation of using the bright colours of the jockeys’ silks. Firedog opted for a colour palette born from the brand guidelines but supported by earthy, real industry colours supported by striking colour-treated imagery. Firedog managed the build including the installation of an easy to use content management system. The CMS allows the client to be self-sufficient with updating content, materials and imagery on the site. Firedog also provided a copy template document for the client to use in future to encourage best practise for SEO (Search Engine Optimisation) including key messaging and metatags.
The results
Due to the site being such a resounding success and representation of the industry, Firedog was tasked with the delivery of a second simpler site: Racing Excellence
