About
Central Asia Metals (CAML) is a base metals producer listed on the AIM market of the London Stock Exchange with copper operations in Kazakhstan and a zinc and lead mine in North Macedonia
They are based in London and own 100% of the Kounrad solvent extraction and electrowinning (SX-EW) copper facility in central Kazakhstan and 100% of the Sasa zinc and lead mine in North Macedonia.
The brief
Central Asia Metals (CAML) has the rather unique honour of being Brighter IR’s first ever website client back in 2016. They are also designated the BIR number of 007 though that’s definitely where any similarity to James Bond ends.
While the first iteration of the CAML website stood the test of time very well, by mid 2022 we started to discuss the possibility of a new and fresh website, initially led by the company undergoing a rebrand – new logo, colour palette and typography.
Once we started talking about updating the website design to reflect the new brand, it quickly became clear that there was a broader opportunity to update the content and messaging across the site, in particular the Sustainability section.
Key objectives
- Apply the new brand logo, colour palette and typography and create a new, fresh and modern design
- Update key content areas in particular the Sustainability section
- Improve the user experience (UX) across the site
- Introduce new and improved imagery including from their mines and employees
- Implement our latest WordPress framework making it much easier for CAML to update the site themselves
Our approach
Taking the new brand guidelines as our starting point, we initially came up with several home page design concepts that really pushed how much further we could take the look and feel beyond the previous site design and experience.
In parallel, we worked closely with CAML to come up with a new sitemap that incorporated their latest messaging whether that be around purpose and values or ESG.
Key internal pages were designed before we started build with our contacts at CAML pulling together any new content that was needed to complement the updates to existing content.
The outcome
The new website was launched in January 2023 and has received plenty of positive feedback from both internal and external CAML stakeholders.
We recently underwent a complete website refresh with Brighter IR which was a very stress-free experience. Ronnie and his team were extremely efficient, and good at getting us organised with realistic timelines for producing content, images etc. Their working spreadsheet system works very well in keeping all parties up to date on activity. Our, what then seemed like, brand new website was delivered on time with no hitches and very well received by our Board, employees and stakeholders.
Central Asia Metals
