Proposal · RFP v2.1
6. Mandatory digital brand experience
Chrysal Website 2027 · Extended draft · 19 October 2026
RFP-hoofdstuk 06
A premium digital brand experience
A recognisable digital evolution of Chrysal: knowledgeable as a Sage, approachable and engaged as a Caregiver.
Our response & approach
Digital translation of the brand
The new website must convey Chrysal's international quality before anyone has read a technical document. We therefore develop a digital translation of the brand with a clear typographic hierarchy, careful use of colour, strong photography and room for stories from practice. Existing brand principles remain recognisable; on-screen behaviour, accessibility and readability determine how they are applied digitally.
Making expertise and care tangible
The Sage role takes shape in clear explanations, visible expertise and substantiated claims. The Caregiver role is felt through understandable language, helpful routes and attention to the people who work with flowers and plants. Technical credibility thus does not have to result in an impersonal experience. A story can start with a question from practice and then explore it in depth with a study, product or expert.
Visual directions and design system
We develop two visual directions on representative screens and elaborate the chosen direction into one responsive design system. In it, we define components, typography, image aspect ratios, buttons, forms, navigation, focus states and motion behaviour. Motion supports understanding and takes account of users who prefer less animation. Essential information is not presented exclusively in video or images.
Patterns for small editorial teams
The small editorial team gets pre-designed patterns for, for example, a research page, solution story and local campaign. Within these patterns, it can adjust the order, imagery and content. The example is a local customer case: the editor selects a case pattern, adds the story and approved results and links a solution. The story looks like part of Chrysal without a designer having to lay out every page anew.
Brand translation and reusable components
The deliverable consists of a digital brand translation, imagery and content guidelines, a component library and approved example pages. New components later undergo the same design and accessibility checks. This allows the system to grow without design diverging between markets.
“The brand must not only be recognisable. It must be felt in how the website helps.”
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