Digital Project Management

I’ve spent the past 3 years of my career as a digital project manager at a branding agency building digital brand management solutions for clients.

The project I want to highlight was for one of the top 5 energy companies worldwide. Only having a brand team of three people, they were looking for a solution to help mitigate the number of questions and requests they were getting about the brand from throughout the organization. They had an internal brand site for employees to go to and find answers to their questions, but it was not user-friendly and nearly caused more confusion than it solved for.

My team offers brand center solutions built on a custom CMS that was developed in-house by our product team. We were tasked with building a new brand center for the client that will provide a better, more interactive user-experience that gets employees excited to learn about the brand.

The problem

Their old brand center was the content was displayed in a flat and uninspiring way, with heavy copy and little to no visual elements.
Users were unable to find what they were looking for. They were having to dig through multiple levels of guidelines pages and search results never returned what they needed.

The solution

To elevate the site content we picked key pages that the brand team deemed as the most important and added visual, yet informative imagery. We also incorporated functional elements that allow users to interact with the page to learn more about these key brand elements such as logo, color, typography and photography.
We built a simple, yet effective, information architecture that easily leads users to the correct guidelines page, with only three levels of navigation. We also implemented a metadata strategy that tagged pages and assets in a way that will present the user with results that are most helpful to them.

The outcome

These were the site analytics gathered after the first full week of the site being live organization-wide:

16K+ pageviews (129% increase from the week prior)

2700 downloads (72% increase from the week prior)
140+ participants in pre-launch WebEx information sessions
79% open rate on launch email with a 43% click-through rate on the email
3000+ views of teaser and launch videos

The client shared comments users made during their first visit to the new brand center:

“This site is GORGEOUS! Great job. I turned into the heart eye emoji as soon as I logged in.”

“I searched for “sponsorships” and I found the sponsorship guidelines... I haven’t been able to find that section on the brand center ever!! Seriously.
Well done! Its been a long process, but well worth the wait, it’s beautiful and functional.”