Branding/Creative Agencies

Part
01
of seven
Part
01

Branding/Creative Agencies: Website Best Practices

The best practices of branding/creative agencies when recreating their websites are inclusion of notable past client case studies, social media icons, and attractive thematic colors.

1. CLIENT CASE STUDIES

OVERVIEW
  • Including past client case studies on the website is considered to be the best practice to increase the credibility of the company for new clients.
  • Quoting competitive case studies in website overweighs the company's efficiency over competitors.
  • In general, client case studies include the problem of the client, the solution provided by the company, and success metrics.
EXAMPLES
  • Hub Strategy and Communication, a creative agency highlighted some of its reputed case studies on its homepage on LinkedIn, University of San Francisco, Catholic charities, Blue shield, etc.
  • Jacobtyler a creative agency highlighted some of its notable case studies on its homepage such as YMCA, Seaspine, and Hensel Phelps.
  • Moburst, a creative agency, highlighted some of its notable case studies such as Pinch, Menta, Galaxy, Titanbet, etc. on its website.
  • Brandtuitive, a branding agency highlighted some of its notable case studies such as Horizen and MRCE.

2. SOCIAL MEDIA ICONS

OVERVIEW
EXAMPLES
  • Hub Strategy and Communication, a creative agency has included social media icons on its website footer.
  • Jacobtyler, a creative agency has included social media icons on its website footer.
  • Brandtuitive, Matchstic, and Anchour have also included social media icons on their website footers.

3. THEMATIC COLORS

OVERVIEW
  • Framing website with attractive thematic colors attract clients and reveals the personality of the company.
  • 90% of clients assess the company based on website color contrast. It just takes 90 seconds to create an opinion about a company with a glimpse of the thematic colors on the company website.
  • Colors of the website should be visually appealing and easy to read with perfect contrast colors.
EXAMPLES
  • Hub Strategy and Communication, a creative agency has used attractive vibrant colors with a clear distinction between the variation in the content background which displays the company's creativity.
  • Jacobtyler has used elegant contrast colors which clearly highlights the text and makes it readable.
  • Matchstic has used catchy colors with a clear distinction between the variation in the background which reveals the company's branding ability.
  • Anchour, a branding agency, used section-wise color themes witnessing a difference in the variation of content.

RESEARCH STRATEGY

Initially, we examined sources such as Lyfemarketing, Building1creative, Shopify, Forbes, and Templatemonster to identify the best practices of branding/creative agencies when recreating their websites. Most of the information we came across was on web design in general and nothing specific to branding/creative agencies web designing. Since there are no pre-compiled data available, we took a different approach and looked for top creative and branding agencies and found Hubsanfrancisco, Jacobtyler, Moburst, Anchour, Matchstic, Brandtuitive, etc. and located some of their common practices in web design.
Part
02
of seven
Part
02

Branding/Creative Agencies: Website Content Trends

The use of personalized content and new and immersive technology and attention to online communities are some of the trends in the website content of branding or creative agencies.

1. USE OF PERSONALIZED CONTENT

  • If customers can relate to a brand in a personalized manner, then there is a high likelihood that they will trust it.
  • This brings the need for creative and branding agencies to concentrate on building true relationships with their clients to create a personalized experience.
  • Storytelling is an important aspect of branding agencies. Advertisements tell a story about the willingness to undertake new experiences. Customers need to recognize an individual and feel a human connection towards the brand.
  • Besides, the brands can humanize the content on their branding website by taking individuals behind the scenes and sharing the stories on social media. This is used by Disney in showing the unseen features of the company.

2. USE OF NEW AND IMMERSIVE TECHNOLOGY

  • New forms of technology such as chatbots are changing the manner in which branding companies relate to their clients.
  • Chatbot, a form of interactive AI, has proven to be crucial for creative agencies.
  • Also, it has led to a conversational way of engaging clients which in turn allows branding entities through their websites to give guidance to their users.
  • Most branding and creative agencies tend to use this form of interaction with clients because employing humans to do the job would be expensive.
  • Research shows that most consumers connect more with businesses in the branding field through live chats and not emails or calls. Through the use of chatbots, clients can enhance their interaction and receive relevant responses while browsing.
  • This is used by companies such as Lyft, a company that gives up to 10 million rides in 7 days. Every ride has the potential of making the customer happy and winning long term loyalty of 10 million customers which is magnificent if converted to revenue.
  • By 2020, the use of chatbots will increase drastically in the creative business handling for 1:1 conversations with clients.

3. INCREASED FOCUS ON ONLINE COMMUNITIES

  • Online communities are one of the main trends in the website content of branding agencies.
  • For example, Sephora has a beauty insider community that allows consumers to discuss the brand and to share tips. This makes it possible for the agency to understand the needs of their clients without making any sale attempts.
  • The company’s online community is poised to be the greatest, most trusted, and beauty-obsessed platform in the world.
  • The use of live, vertical, and interactive video in different online communities is an important way of adding a human touch to the website content.
  • Having an online forum allows customers to feel valued and experts say that this increases the level of customer satisfaction which positively impacts the sales.

RESEARCH STRATEGY

With hundreds of trends in the website content of branding/creative agencies available online, our key focus was placed on the most recent. We ensured that we searched for the latest trends (2019) as well as those that featured in 2018. In order to identify current trends, we consulted numerous journals and authoritative sites such as Lyfmarketing, Learn G2, Search Engine Journal, Workfront, among other sources. Based on these resources, we identified some of the trends in the website content of branding or creative agencies. Subsequently, we went through the resources and picked those that were repeated thrice in most of the resources used. We, therefore, listed these as the three trends in the website content of branding or creative agencies.

Further, we identified examples of companies at the forefront of each trend. Thereafter, we provided a thorough description of how each company is at the forefront of these trends.
Part
03
of seven
Part
03

Branding/Creative Agencies: Website Analysis

Moburst’s website features 109 examples of its work. Jacob Tyler has published 33 work details/case studies on its website. DesignStudio’s website includes case studies of work done for Airbnb, Deliveroo, Premier League, and other organizations.

MOBURST

Ranking and homepage

  • Moburst was ranked number one on The Manifest’s “list of the top creative design companies.”
  • Visitors of Moburst’s website will immediately see the tagline “mobile done right” at the top of its homepage. The tagline is used to show that the agency focuses on creating creative campaigns to promote mobile apps/businesses.
  • As visitors move down the page, they can see short descriptions of the agency’s services, which it has categorized under strategy, product, creative, app store optimization (ASO), and media. The short, engaging descriptions are used to encourage visitors to enter the page for each service to learn more about the company’s services.
  • Further down, Moburst has presented selected case studies of its work with accompanying success metrics. Based on the examples provided, it is likely that the agency is attempting to grab visitors’ attention by choosing the campaigns that produced the most “impressive” statistics such as “1,000% increase in ROI,” “1,400% growth from downloads to social,” and others.
  • The bottom part of the homepage featured Moburst’s major clients and awards. This information has been provided to draw potential customers who are interested in working with the agency based on its ability to work with large enterprises and the number of awards won.

Services

  • Moburst has created a page of each service that it provides (strategy, product, creative, ASO, and media).
  • The pages for strategy, product, creative, ASO, and media start with a short description to draw visitors’ attention and provide the focus for each service.
  • The strategy, product, ASO, and media pages provide the same type of content. Besides the general benefits for using each service, the pages also provide the largest success metrics such as “430% increase in user retention,” “560% increase in app download volume,” and others to attract potential customers who are interested in actual statistics-related benefits.
  • The creative page features actual examples of its work, which included digital banners/images, GIFs, and videos. Moburst has provided 109 examples on the page and categorized them under ASO, GIF, media, product, video, and production. The large varieties and formats of the work will allow potential clients to learn the agency’s capabilities to create campaigns of any kinds to meet their needs.

Clients

  • Moburst’s client page features 15 case studies and the logos of 113 clients, which include mobile gaming companies and large enterprises such as Google, Uber, and others.
  • Each case study contains information on the campaign’s objective, tactics, and delivery and results.
  • Based on the tagline “From Fortune 1000 brands to leaders in mobile gaming” and the content displayed, the main purpose of the client page is to show that the agency works with businesses of any sizes.

About (Who We Are)

  • Moburst’s “who we are” page includes information such as the agency’s specialization, leaders, and statistics related to its work.
  • The profiles of the co-founders featured information related to their experiences in mobile advertising.
  • Data such as 400+ media partners and 3,800+ mobile campaigns are used to showcase the scale and experience of the agency.

JACOB TYLER

Ranking and homepage

  • Jacob Tyler was ranked number two on The Manifest’s “list of the top creative design companies.”
  • The agency’s homepage features selected case studies of its work. They are meant to grab visitors’ attention as the case studies featured taglines such as “Our Creative Kicks A** and Makes Names,” “We're far from one dimensional,” and others.
  • The bottom of the homepage features a call-to-action (“We love talking about brands. Wanna talk about yours?”) to encourage potential clients to contact the agency or download its brochure.

Work

  • Jacob Tyler’s work page features examples and case studies of the campaigns that the agency has created.
  • They include 33 work details and case studies categorized under interactive, brand development, digital marketing, and traditional/print. Work details feature mostly images while case studies feature more text explaining the objectives and workflow of the campaign. The page also features 42 logo designs created by Jacob Tyler.
  • The content provided on the work page is used to showcase Jacob Tyler’s services with explicit examples and the types of companies that have worked with the agency.

Agency

  • Jacob Tyler’s agency page provides an overview of the company. The content displayed on this page includes the agency’s history, location, awards won, summary of services, and clients.
  • Information such as the agency being founded 18 years ago and receiving 100+ industry awards to date are used to provide the evidence of Jacob Tyler’s experience and credibility.
  • At the bottom of the page, the agency emphasized that it works with companies from any industries and “don’t discriminate based on company size.” This was done to encourage companies of any sizes from any industries to contact Jacob Tyler.

What We Do

  • Jacob Tyler’s “what we do” page features details of the agency’s services. The services are categorized under insight & research, communications, user experience, and design & development.
  • Insight & research services include brand architecture, brand audit, brand + product naming, brand standards guide, brand tone + voice, competitive analysis, focus groups, messaging, market research, positioning, style guide design, and technical audit.
  • Communications services include advertising campaigns, environmental graphics, packaging systems, annual reports, logos & corporate identity, photography direction, content writing & editing, marketing campaigns, printed collateral, direct marketing, media planning, tradeshow booth planning & design, and outdoor advertising.
  • User experience services include content strategy, customer journey, information architecture, prototyping, site architecture, statistics analytics, user acceptance testing, user experience design, user flows, user interface design, and wireframing.
  • Design & development services include CMS development, conversion rate optimization, ecommerce, digital marketing, email marketing, landing page design, mobile apps, online advertising, PPC, PLA’s, responsive development, SEO video scripting, direction, & production, and web design.
  • Based on the content provided (50+ services), the agency is trying to show that it is capable of providing any solutions to meet the needs of its clients.

DESIGNSTUDIO

Ranking and homepage

  • DesignStudio was ranked number two on TMDesign’s list of top branding agencies in September 2019.
  • The agency’s homepage features the words “we’re a global brand and design agency building and transforming the world’s most ambitious brands” at the top. The purpose of using the terms “global” and “world” is to show the international scale of the agency.
  • The remaining sections of the homepage provide links to examples of work completed by DesignStudio to allow visitors of the website to learn more about the agency by viewing its past work.

Work

  • DesignStudio has published 29 case studies on its website, which included work done for Airbnb, Deliveroo, Premier League, and other organizations.
  • In general, each case study provides information such as awards won for the campaign, company description, campaign objective, workflow, examples of creatives and videos created, and external articles related to the campaign.
  • The purpose of displaying a list of major awards won on each page such as Cannes Lions, Transform Europe, Brand Impact, and others is to show that DesignStudio is an award-winning agency. The articles provided are to show the amount of attention that the campaign has received from the media. The different types of creative examples provided are used to showcase DesignStudio’s capabilities.

Stuff

  • DesignStudio’s stuff page features links to the agency’s blog posts and external articles.
  • The page includes articles on new projects, awards won, and other news.
  • The main purpose of the agency’s stuff page is to show the amount of attention that DesignStudio has received from the media and the latest news related to the agency.

About

  • DesignStudio’s about page features an overview of the agency, which included information on its offices and clients.
  • The page features logos of the agency’s 15 clients located around the world and three video testimonials.
  • Similar to the homepage, the agency is using its about page showcase its global scale with offices in the United Kingdom (London), the United States (New York City and San Francisco), and Australia (Sydney) serving companies worldwide.
Part
04
of seven
Part
04

Branding/Creative Agencies: Case Study Part 1

Samsung, Titanbet and Pango+ are some of the brands that Moburst has worked with to improve their app store presence. Moburst's techniques showed campaign returns including a 1400% increase in social media followers, a 3900% increase in keyword traffic, and a 50% increase in revenue, for some of these brands.

CASE STUDY 1: SAMSUNG - GALAXY APPS

  • Moburst was contracted by Samsung to help grow and increase its app store presence in the United States to increase downloads and revenue from the Galaxy App store.
  • The Fonts and Themes store were some of the features that Moburst focused on promoting the Galaxy device through different media channels.
  • Moburst identified target audiences through segmentation and the main aim was to develop a tailor-made solution for the target audience through campaigns for each segment.
  • Through the campaigns and segmentation, there was an increase in downloads by 79%, social media following grew by 1400%, and revenue grew by 36%.

CASE STUDY 2: TITANBET

CASE STUDY 3: PANGO+

  • Pango is a parking app that wanted to increase its market share and reduce operational cost by attracting more active users, It also wanted to encourage users to use the app when parking their cars.
  • To achieve this, Moburst was provided with cost per acquisition (CPA) target, which was to target new users and existing ones who preferred the app to the call center.
  • Moburst came up with messaging for different targeted segments. One of such messaging was focused on positioning Pango+ as an app to avoid exorbitant parking ticket costs.
  • For the existing users, the message presented by Moburst focused on presenting the app as a modern way of using the services other than the call center.
  • Through a successful audience segment identification by Moburst, Pango+ was able to experience a 50% increase in average revenue, beating the target CPA.
  • Moburst was able to get high-quality users for the app.

Part
05
of seven
Part
05

Branding/Creative Agencies: Case Study Part 2

Three case studies of Jacob Tyler's clients include San Diego YMCA, Hensel Phelps, and Gryphon Wifi.

SAN DIEGO YMCA

  • San Diego YMCA needed an efficient way to engage its growing and increasingly diverse audience including online purchasing.
  • Jacob Tyler was hired to redesign the San Diego YMCA online platform.
  • Jacob Tyler built an intrusive cyber experience and eCommerce presence for the YMCA’s 17 San Diego County locations.
  • After the redesigning, online sales doubled immediately.
  • Jacob Tyler made it possible for San Diego YMCA to effectively interact with its customers as the company agnostic design device created a seamless online experience across every device from mobile to desktop which made it simple for the YMCA to stay connected to its members 24/7.

Hensel Phelps

  • Jacob Tyler company worked closely with Hensel Phelps to "furnish its existing brand and messaging, and develop an intuitive new website by creating an eye-catching visual experience that ensured the company's dispatch was on top".
  • They first created a U/X blueprint at first which was aimed at making navigation easy and simple, and the process of locating information effortless.
  • Jacob Tyler built the U/X around the client's needs and project goals.
  • Hensel Phelps' online platform was designed using some of the company’s biggest landmark properties from San Francisco International Airport to a pediatric research facility in Austin.
  • The brand messaging was made easier to digest, clear, and simple.
  • This effort by Jacob Tyler won Hensel Phelps two SMPS marketing awards for best website.
  • Some new features that are currently on the website include easy usage of the site, visual rather than text-heavy format with emphasis on its brand colors, filtering capabilities to assist in searching for content, dynamic, scrolling stats, more prominent social media information, WordPress, and an efficient and user-friendly CMS platform that allows its districts to easily upload fresh content.

GRYPHON WIFI

  • The company sought help from Jacob Tyler to help them design and launch their flagship product with a campaign that included packaging design, a landing page, copywriting, social media, and more.
  • For the company to reach its targeted audience, Jacob Tyler developed a series of landing pages focused on specific product benefits to increase conversion based on consumer needs.
  • Its app was also improved, making the app easier to use and simple to understand interface.
  • The packaging design embodies Gryphon’s unique product design and overall visual identity.
  • The results of this were that over $700,000 was invested in seed investment, and 500 plus orders alongside 340% of funding goal achieved.
Part
06
of seven
Part
06

Branding/Creative Agencies: Case Study Part 3

Ramotion has worked in collaboration with Firefox, Turo, and IronChain on their branding design and customer support experience. More information regarding the three case studies is provided below.

FIREFOX

SERVICES RENDERED
REASONS FOR CHOOSING THE SPECIFIC STRATEGIES
  • They wanted the design to include everything needed "to make product and web experiences today and long into the future".
  • Firefox was in need of a new logo and a branding system that could encompass all the services that Mozilla is now offering, like "a password manager, file-sharing service, and a hack notification system". It needed to represent Firefox not just as an app, "but as an ecosystem that helps users manage their privacy online".
  • They chose the new color palette because it "expands the range of possibilities and makes distinctive gradients possible" and they emphasized "on accessible color and type standards to make the brand open to everyone".
  • In order to get users' feedback before deciding on the final design, Mozilla revealed two branding system designs for Firefox in 2018 and then asked for opinions to members of its community.
  • The browser icon "was designed to represent Firefox in a more holistic way".
RESULTS
  • The result of the main logo is "a more abstract fox figure wrapped around a blue and purple orb".
  • The browser logo resulted in a "circular swoosh" that is evocative of the original browser icon.
  • The logos for Firefox Lockwise, Firefox Send, and Firefox Monitor, are simple line drawings representing what each service does with "bright, colorful gradients of orange, yellow, pink, blue, and purple".

TURO

SERVICES RENDERED
  • Turo wanted to "redesign their customer support experience that was hosted on the Zendesk platform".
  • The main goals were to increase the "self-serving" score and design a fresh look for the support portal.
REASONS FOR CHOOSING THE SPECIFIC STRATEGIES
  • They decided to make a "self-service" redesign because users weren't able to find any information themselves and were forced to create ticket requests, which caused a ticket overloaded and the support team was falling behind.
RESULTS
  • With the new design, the navigation and operation of the support experience was enhanced. The self-service score increased by 58%. The new search box and articles layout improved "the content readability by 4X".
  • The support team’s overflow went down by 30%, which helped them to get running according to schedule again.

IRONCHAIN

SERVICES RENDERED
REASONS FOR CHOOSING THE SPECIFIC STRATEGIES
  • They chose the specific branding design because it best reflects the core value of the company. Also, they had in mind the meaning of the IronChain name: 'Iron' that represents 'secure' and 'Chain' that represents "a link to the blockchain".
  • For the website, they wanted to achieve "awareness, understanding of the offering, and conversion". For this, they designed a clean and easy-to-perceive style that included a light background, scrollable elements, and engaging illustrations "to support the copy".
RESULTS
  • The result was a "live website with clear animated brand illustrations and typography consistent with the brand".
  • The logo represents well the meaning of "IronChain", as it depicts a chain link in color blue, as seen here.
Part
07
of seven
Part
07

Branding/Creative Agencies: Case Study Part 4

DesignStudio had designed new logos for brands like Airbnb, Deliveroo, and Logitech. In each case, they have tailored their strategies accordingly to the client's needs.



1. AIRBNB

Strategies


Results


Additional information




2. DELIVEROO

Strategies

Results




3. LOGITECH


Strategies


Results


Additional information

Sources
Sources

From Part 01
Quotes
  • "Did you know that 72% of websites include icons for social media websites in the footer? This alone almost makes this a standard as well as one of our web design best practices that we recommend for the most traffic to your site."
  • "Because your social media icons are going to steer your audience outside of your website, it can cost you traffic, increasing bounce rates and hurt results, which is why we recommend putting your social media icons in the footer of your site."
  • "Your website should embody the personality of your brand, and so should your color scheme. If your background and text colors don’t provide enough contrast, people will have difficulties reading your content and displeased that your site is not visually appealing. The more visually appealing your site is, the more likely your customers will be able to recall your content."
Quotes
  • "72% of the websites include icons for social media websites in the footer. This almost makes these a standard design element. 26% of the websites included social media icons prominently in the header."
  • "As in the footer, clicking any of these icons takes the visitor to the social media site. For this reason, this is a design element that can cost you traffic, increasing bounce rates and hurt results."
Quotes
  • "Since case studies are essentially documented proof that you can provide good service, it helps lift your credibility in the eyes of new, possibly wary, clients. "
  • "Since writing case studies takes more work than gathering testimonials or putting up your portfolio, fewer of your competitors will be investing time and energy into creating compelling case studies. This can help you stand out even in the most crowded, competitive industries."
Quotes
  • "The average person takes around 90 seconds to form either a positive or negative interaction with your website. According to a study conducted by the University of Winnipeg in Canada, up to 90% of a person’s assessment about your site is based on colors alone."
  • "Web designers are always discussing the best colors for websites, as color is critical to the level of a site’s success."
From Part 03
From Part 07
Quotes
  • "And Darrell hired Alastair Curtis, the former chief designer at the beloved Finnish phone maker Nokia, to build an internal design team and helm these new products as the company’s first chief design officer in its two-decade history."
  • "As of the last fiscal year, Logitech has quadrupled its profits, and multiplied its stock value by a factor of five. Over that time, PC peripherals have shrunk from 75% of Logitech’s business to 49%, meaning its bets on mobile speakers and gaming have paid off. The company even received honorable mentions in Fast Company‘s 2017 Innovation by Design Awards–with a keyboard, no less, along with its IoT-friendly POP Smart Button. "
  • "In a world where Google, Microsoft, and Apple all champion their success to the fact that their products all speak a single design language, Logitech pulled off the turnaround by focusing less on a design language than an important design law: that every product out of Logitech needed to have a big idea behind it, and everything else would follow. And for Logitech, a company that makes just about every type of diverse digital product you might want, it’s proven to be an indispensible strategy."
  • "Curtis’s job was essentially to inject a design sensibility into a company renowned for $15 dishwater-gray mice. "
  • " If there’s not a powerful idea we’re designing around, then we’re designing to a price point or spec, and we’re trying to avoid that,” says Curtis. “We want to create meaningful products with a real sense of purpose."
  • "The Logitech K780 is a single set of keys that can be used across any device you own (tablet, phone, or computer). With a button press, you can swap devices, while a perfectly counterweighted slot can hold even large touchscreens without tipping."