For users, browsing your website, scrolling your social media, reading a service brochure or even holding your annual report, your brand needs to speak with one voice across all channels.

At Imagic, we are brand guardians. As a brand agency, it is our job to guide our clients through the oftentimes complex marketing ecosystem and help their brand stand out. From high quality print collateral, to cutting edge digital experiences, we cover all vital touchpoints for clients, creating impactful and high performing assets that allow them to achieve their goals.

Our comprehensive work with national logistics provider Coolpak is the perfect example of this philosophy in action. We had the opportunity to demonstrate our diverse capabilities, from strategic website development, to producing high caliber annual report design and presentation, bringing both together to elevate our clients’ presence both online and on paper.

Website

Coolpak is a top national provider of cold storage and transport solutions, essential infrastructure for many businesses across New Zealand. Despite their reputation for seamless operations, top tier facilities, and being a genuine partner in customer success, their digital presence lacked. It was out of step with their overall business goals and future plans.

The previous website featured an outdated user interface and a complicated flow. This created a disconnect between their real-world capabilities and their online image. Our goal was simple: to create a clean, professional, and user-friendly digital experience that effectively communicates Coolpak’s value proposition and differentiates them from competitors.

The challenge was to create a modern, visually compelling, and highly functional website that caters to a diverse audience, including corporate executives, plant managers, private equity owners, and suppliers. The new site needed to be agile and flexible, and operate as a true business partner, showcasing Coolpak’s robust systems, while simplifying the complexities of cold storage and logistics.

Our Main Focuses:

Enhanced User Experience (UX)

We implemented intuitive navigation and information filtering to ensure that all users can quickly access the information relevant to their roles or needs. Instead of wading through large blocks of undifferentiated copy, the user journey is now streamlined with layered details. For example, the ‘Solutions’ page is organised into distinct blocks that scroll and provide a concise, high-level overview. Users can quickly grasp a snapshot of the full offering and then choose to dive deeper into the details if required. This structure allows users the option of either a simple overview or an in-depth exploration, making the website a flexible tool tailored to both new and existing users.

Strengthened Content Strategy

Our internal copywriters delivered full, custom-written copy, ensuring technical terms and processes were clear and easily understood by all users. The content strategy prominently showcases their specialised solutions and their status as a 100% NZ-owned and operated entity.

Future-Proof Design

The site was built on a robust, responsive CMS equipped for future growth, allowing the digital platform to easily adapt and scale as Coolpak expands its services and reach.

Visual Appeal & Custom Media Production

As a full service digital agency, we knew that to truly capture the essence of Coolpak’s operational excellence, our work went beyond code and copy. Our talented photographers and videographers executed full custom photography and video production. Working closely with the Coolpak team, we coordinated the capture of assets that serve as a digital lookbook of their capabilities. These high-quality, visually impactful images and videos provide a compelling snapshot of the company, showcasing its sophisticated operations, top-tier facilities, and diverse workforce. Crucially, these new visual assets were designed for versatility and have been adopted across all of Coolpak’s marketing channels and brand collateral. The final website highlights Coolpak's unique strengths, technological advancements, and commitment to sustainability, ensuring users can quickly and easily understand the brand and the cold storage process.

Annual Report

Accuracy and a clear, professional presentation are essential for any financial reporting. This is especially true for the Coolpak Annual Report, a key document for Coolpak’s management and stakeholders. The Annual Report functions as a vital tool for the Coolpak team to evaluate their progress, celebrate their journey, and plan their pathway to future success. 

Our full-service design process, encompassing both digital and print expertise, ensured a cohesive and high-quality final product. 

Design and Layout: The design was executed to be a direct reflection of the new website and business identity, maintaining visual consistency and professionalism. Our design team focused on clean aesthetics and organised information flow, making complex financial and operational data accessible. 

Project Management & Accuracy: We managed the entire process with a clear and organised workflow, prioritising accuracy in data presentation and maintaining consistent communication with the Coolpak team. 

Print Excellence: Working closely with our trusted printing partners, we ensured a high-quality print standard. The final report communicates that Coolpak is a company that invests time and effort into all aspects of its business, reinforcing their image as a top-tier provider.

The Impact: Reflecting Leadership Online and On Paper

Coolpak's refreshed digital presence now accurately reflects its status as an agile, flexible, and technologically advanced leader in cold storage. By creating an enhanced user experience and increasing website functionality, the platform now serves as a dynamic partner to the Coolpak team. The combined effort of a modern, high-performing website and a meticulously designed Annual Report, ensures that Coolpak’s communications across all channels remain consistent. 

This strategic project positions Coolpak for continued growth and reinforces its commitment to its diverse range of stakeholders.