sam collins

• Comprehensive branding campaign (strategy, conceptual ad placements, art direction, design mocks)
• Current site audit, UX assets, web design / high fidelity website mockups
• New website developed

Early in the campaign, we prepared a full examination of Digital Mouth's current standing as an independent agency in the market, as well as their competitors. Part of this phase was identifying Digital Mouth's audience and segmenting them into two main demographics: account executives and agency decision makers. From here, we could consider the audience's needs and mindset when learning about Digital Mouth. This would guide the UX journey of the new website, as well as the visual identity and brand voice of the new campaign.

We also considered branding, user experience, and web best practices in a competitive analysis of the industry standard. The following were the key takeaways before creating a content architecture for the new site:

• Streamlined conversion funnel to make decision-making faster faster. Optimizing navigation between subpages to create an organic user flow and drive action across the site
• Use storytelling techniques to instill brand purpose and synthesize overall goal of Digital Mouth. This defines a clear hierarchy of Digital Mouth's services and information
• Clear and concise marketing language, steering clear from industry jargon
  
• Using original visual designs alongside wordy descriptions to help explain complex technical topics
  
• Leveraging design elements to create a compelling and interactive user experience
  
• Original content hub to demonstrate knowledge and trust as thought leaders in the field
  
  

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.
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"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."

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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 and site experience. 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.

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.
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