Refreshing the CHIC website

New CHIC website shown across monitor, tablet and phone screens

Creating a fresh platform for housing sector leader

CHIC is a not-for-profit consortium providing procurement services for the affordable housing sector. Working with clients from across the country, the organisation is committed to delivering improved environmental outcomes and added social value.

Our objectives

Marketing manager, Curtis Coulson, enlisted our help in revamping their website ( The site had become more challenging to navigate for users looking to access their services. 

With the CHIC brand remaining unchanged, we were asked to work creatively to develop a fresh approach to the website, keeping functionality front of mind.

Using content provided by the client, we comprehensively redesigned the site using the existing brand guidelines in a way that drew attention to relevant content and procurement portals. In doing so, we had to ensure that users from Northern Ireland, Wales and Scotland accessed content that was relevant to their areas when visiting the site.

CHIC homepage screenshot

How we build websites

We know websites are a core part of establishing brands and ensuring audiences get the information that they want and need.
To do this successfully, we focus on websites being:

• Responsive – designed for mobile first, to look good on devices of all sizes.
• Accessible – meeting all necessary guidelines for user accessibility.
• Engaging – customer journey and experience at the forefront with clean, striking design.
• Fit-for-purpose – establishing what is needed and then delivering it.

“I recommend Distinctive for their reliable service and effective collaboration in bringing our website to life.”

Curtis Coulson, Marketing Manager, CHIC

How we did it

We collaborated closely with the CHIC team to establish what content was needed, quality-checking each content page and ensuring a successful upload to site. Our creative team designed more than 100 pages to ensure accessibility and ease of use, highlighting key information with dynamic features.

Our trusted web design associate, Ritchie Cridge, embedded our designs, ensuring features and visuals mapped well onto the final website, preserving core functionality. The result ensures a seamless user experience.

To deliver bespoke, locally relevant content to users from outside England, we provided a pop-up option asking them to select their local area at the point of entry to the site.

Ritchie constructed custom data fields, loops and templates, allowing CHIC to enter content once and have it feature in multiple places across the site.

For additional management ease, we built a bespoke content management dashboard and created tailored training videos to support the CHIC team further.

What the client said

“The Distinctive team demonstrated professionalism and attentiveness to our needs throughout the process, delivering a final website that met our requirements and vision. The team’s account management support was commendable, providing prompt assistance whenever needed. I recommend Distinctive for their reliable service and effective collaboration in bringing our website to life. We now have a website that we are proud of that best highlights the services we offer.”

Curtis Coulson, Marketing Manager, CHIC

Does your website need a lift?

We’d love to work with you to create your new site, built for optimised user experience and to showcase your brand.
Get in touch to find out more.

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