Bringing a 25-Year-Old Brand Identity Into the Modern Era
The Challenge
Media Culture struggled to convert customers on its outdated website, which featured poor navigation and an outdated color palette, lacked brand voice, and suffered from poor page performance. Media Culture wanted a new site that would reflect its updated messaging, company values, unique branding, and competitive differentiators.
The Strategy
Conduct extensive content, keyword, and technical audits of Media Culture’s previous site and competitor websites to inform recommendations
Lead a messaging and positioning workshop with the Media Culture team to clearly define the company’s business, market, and customer, create competitive differentiation, and ensure internal consensus
Craft a new brand voice, content persona, and visual identity to guide the design process, formalized in brand guidelines to ensure consistency (including logo usage, brand colors and typography, stock image usage, and voice)
Upgrade Media Culture’s website host to a new platform that will better support the company’s marketing goals
Develop new user experience and user journey strategy to solve navigation issues
Keep Media Culture’s target customer as our North Star while writing, designing, and building the new site from the ground up
The Results
Upgraded brand identity, storytelling, messaging, and design
76% increase in new homepage performance
Overall site health increased by 34% (from 67% pre-launch to 90% ten months post-launch)
