marcapo – website for local marketing

Challenge marcapo operates at the critical intersection of centralised brand strategy and decentralised local implementation, serving a diverse audience of retailers, partners, and individual locations. While powerful, this model presents an inherent communication challenge: how to articulate a sophisticated, multi-layered service offering – one that empowers local units while maintaining brand consistency – in a way that is immediately understandable and appealing to potential clients. The existing digital presence required an update that not only reflected marcapo's innovative approach but also translated its established corporate design into a dynamic, user-friendly online experience capable of presenting complex processes, such as the selection and deployment of local campaigns, without overwhelming the user. The goal was to bridge the gap between a highly specialised service and its accessible presentation, ensuring clarity and impact for a broad, international audience. Approach Machbar adopted a strategic approach to demystify the complexity of marcapo's offering through a well-conceived digital narrative. This began with an in-depth analysis of the existing corporate design, ensuring its core values and visual language were consistently transferred and evolved within the digital space. A central component was the design of an intuitive user experience that gradually reveals the intricate interplay of central brand management and local marketing. To achieve this, a detailed scroll choreography was developed, guiding the user through the individual phases of campaign selection and deployment. Concurrently, architectural planning for a modular, trilingual TYPO3 platform was undertaken, ensuring not only maximum flexibility in content presentation but also enabling independent maintenance and further development by the marcapo team. Solution The concrete solution was a completely newly developed, trilingual TYPO3 website, which precisely extends marcapo's digital corporate design and strengthens its online brand identity. At its core is an innovative scroll choreography that visualises marcapo's complex offering – particularly the process of local campaign selection and deployment – through a sequential, animated narrative, making it easily understandable for the user. The technical implementation was based on a modular TYPO3 system, allowing the marcapo team to flexibly and independently create and adapt content and pages. This is complemented by a well-conceived snapshot concept, which places key information and visual anchor points throughout the page to facilitate information absorption and sustainably embed the brand message. Result The result is a state-of-the-art, user-centric website that optimally positions marcapo as a leading provider in local branding. The clear, animated narrative makes the previously complex service portfolio intuitively understandable, significantly improving lead generation and client engagement. The modular TYPO3 architecture ensures a sustainable and future-proof digital presence, as the marcapo team can independently and efficiently develop the platform without relying on external support. This leads to a substantial increase in editorial autonomy and flexibility. The visually appealing and in-depth presentation of marcapo's processes and benefits further strengthens brand perception and establishes the company as an innovative and transparent partner in local marketing.

marcapo.com

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