Birla Gold was a brand created and refurbished from a legacy brand of cement in India – Century Cements, which is now a part of the USD 43 Billion Aditya Birla Group. The brand’s digital presence was based on the theme of “Build with Gold” – which required to be translated into a website design and also serve as a key engagement platform for their channel partners. Fountainhead Digital MKTG engaged with Birla Gold to take an approach to the website UX, which preserved the legacy while also strongly conveying the new brand. The website featured a UX approach unlike traditional websites in the same space – segregated by the plants of the company, in order to leverage the legacy of each of these plants for regional sales relevance and build a strong association of the legacy with the new and refurbished brand. The website also featured key panels and engagement areas, by login, for their channel, on which the foundation was built up with a whole lot of engagement and incentive-based programs.