Objective: Colle McVoy, a creative agency in Minneapolis, developed new positioning that required an updated website. The brand needed to come to life in a fresh way that represented its Finding Next purpose. Our goal was to present our best work and show the thinking behind each project for our prospective clients, as well as infuse culture and personality throughout to capture the attention of future employees.
Challenge: We had to show how the new brand purpose would come to life as a living, moving, website; which requires content, imagery, motion, and even information architecture that reflects the brand purpose of Finding Next. To identify how the brand should come to life, we first explored who the brand is.
Part of this process included creating a sandbox of brand attributes that helped specifically define how the brand should come to life. Borrowing a framework from the book, Experience Design, everyone on the team contributed to how they envisioned the brand coming to life through sound, materials, movement, and words. This helped us create a clear list of attributes to measure future designs and ideas against to ensure they were accurate to the brand.
To help differentiate from other creative agencies, we put an emphasis on brand, by creating Brand pages (example above) for each client that told the story of how we helped transform the brand throughout our partnership. This exemplified our positioning of having an emphasis on brand purpose, while also providing flexibility in the design system.
Case study pages (example above) focused on a single project allowing us to dive deeper into the strategy, research, and thinking behind the work, without the story becoming too much information for a single page. We created a modular system of components to present a variety of work, but maintain brand cohesiveness. Adding results to each project shows proof that our work is successful and shows potential clients and employers that we measure the impact of our work. Visit the site >
Building the website helped move the brand forward and bring its purpose to life in more concrete ways. The team worked closely on a tight timeline, which meant collaboration and quick decisions were crucial to our process. We created a fast, strategic website that is a better representation of our work, culture, and purpose.
Role: brand strategy, UX, content strategy
Team: Design – Kate Hartman, Clarissa Hernandez, Roven Bashier; copy – Eric Husband; Creative Technologist – Charlie Hield; strategy – Bri Fonda; production – Ameet Kamath