Since it was founded over 10 years ago, Generator has become New Zealand’s leading provider of flexible work spaces, growing to over 1500 members today.
As its name suggests, Generator is known for delivering a service and environment that empowers business, and for providing collaborative environments that lead to growth and success. Generator has also become a leading provider of amazing event spaces in Auckland.
Having just been fully acquired by Precinct Properties, Generator was looking to provide a digital experience that would support their aggressive expansion plans.
Because Generator had two distinct components to its business and offered these to a wide range of very different customer segments, we began by undertaking a comprehensive discovery process.
This included workshopping with numerous facets of the business to understand what was important to their business unit and ensure that all needs would be catered to on their new website.
One issue that quickly became apparent was that their old website wasn’t adequately selling the beautiful spaces that Generator had carefully designed. This was true for both its work spaces and event spaces.
A big focus in our strategy became how we could showcase Generator’s spaces and give people digital ‘access’ to see how these spaces looked and felt.
As part of this project we recommended that Generator film short videos that visitors could use to get a feeling of what a day in the life of working at Generator would look like - from arrival to end of day drink.
We also created a comprehensive online catalogue of their event spaces, with a helpful filtering tool so that event hosters could find the perfect space for their event.
Lastly, we created Community Hubs on the website that integrated with Generator’s internal systems, featuring upcoming events, social media feeds and the team and companies at each space, to really showcase the unique character of each space and what it would be like to work there.
The result of this process was a compelling, interactive digital experience that is unique to Generator and that absolutely raised the bar for flexible working spaces and event spaces.
more visitor sessions than the year prior to launch
enquiries made during the first 12 months
increase in visitors' time on site within first year