Digital Mouth's go-to-market campaign
BRANDING CAMPAIGN
ART DIRECTION
UX DESIGN
WEB DEVELOPMENT
MOTION GRAPHICS
Overview
Digital Mouth is a boutique digital agency that specializes in data analytics and digital media software services. Previously a white label company, they wanted to rebrand their online presence and expand their audience before a public release, aiming to make their highly technical expertise more approachable. While at the advertising agency Mythic, I led a comprehensive branding campaign with a team of designers and account executives.
Responsibilities
- Comprehensive branding campaign (strategy, conceptual ad placements, art direction, design mocks)
- Current site and UX audit, web design
- New website developed
Discovery
Early in the campaign, we conducted a thorough analysis of Digital Mouth's market position and competitors. We identified their audience, segmenting them into account executives and agency decision makers. This helped us understand their needs and mindset when engaging with Digital Mouth, guiding the UX journey, visual identity, and brand voice for the new campaign. We also performed a competitive analysis, considering industry standards in branding, user experience, and web best practices. We identified a few key areas to focus on building across the brand's digital touchpoints:
- Streamlining conversion funnel to encourage faster decision-making
- Optimizing navigation between subpages to create an organic user flow and drive action across the site
- Clear and concise marketing language, steering clear from industry jargon
- Using motion and visuals to help explain complex technical topics
- Leveraging design elements to create a compelling and interactive user experience
- Original content hub / blog to demonstrate knowledge and trust as thought leaders in the field
Campaign concepts
We offered three brand concepts for Digital Mouth to choose from, deciding the main brand positioning that we would move forward with. The main strategy that would guide the digital and visual aspects of the campaign would be the foundation of Digital Mouth's brand: making data digestible.
At this point we knew we wanted to utilize unique design elements and a robot "mascot" to present a playful and trusting tone of familiarity throughout the brand's digital presence]. The two main design elements were the recurring robot character and individual design glyphs from the brand architecture to represent each of Digital Mouth's key services.
"Contrary to popular belief, having access to data is not a magic bullet. Understanding, interpreting and drawing new and unexpected conclusions from the data is where the endless opportunities begin -- for clients, for campaigns and for audiences. Digital Mouth analyzes real-time campaign performance by pairing the smartest systems with the hardest working experts, providing fresh and strategic recommendations across a rapidly changing media landscape. No matter the digital problem, Digital Mouth has the talent and technology to create the perfect plan that maximizes efficiencies and keeps the agency pushing the unexpected."
Content architecture and user flow
The main goal when developing Digital Mouth's platform was to drive conversions through a "service funnel" to get potential clients to sign up for a consultation or to become a partner.
This flow considers a user’s personal perception of Digital Mouth as a brand; breaking up services into categories based off of DM’s offerings, implementing a “what, why, how” storytelling structure, and assumes the user is looking to understand the full extent of the brand before making a decision to partner.
Wireframes
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www.digitalmouth.com
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