Here’s an example of how bleeding-edge design serves corporate branding. The user experience of a site can be as compelling a branding statement as any logo or tag line: for LRW, one of the world’s top marketing research firms, they wanted a site that reflected their qualities: intelligence, innovation, directness and ability to impact client business.
- I sold them on the idea of a “one page website” — using HTML5 to create an experience, where users can easily explore the depths of LRW’s offerings, resources and reputation simply by moving around the home page
- Within the subpages were plenty of engagement points — interactive graphs, unlocks, social links and more
- The tone was smart, direct, even blunt and challenging in spots…much like LRW’s own swagger and style
- Our primary target — young to mid-level research buyers — quickly “got” how the site worked, and higher-level clients have been impressed by its uniqueness
- It’s the LRW “So What?” brand, which challenges assumptions and demands insight, articulated in digital experience
- My initial concept literally came to me during a lunch break, and got scrawled on a notepad sheet
- On the content marketing side, I’d ghostwrite white papers, do blog and Twitter material and more, putting the ruminations of various LRW brainiacs into more digestible form.
