As an in-house designer working closely with the VP of Marketing, I was responsible for the creative direction of the site. The goal was to align the company website with a broader and more corporate client base. I managed a third-party team of developers to design, develop, launch and test the new site. In tandem with creative direction of the new site, I also redefined the company's visual language across email, social, and other marketing assets.
Project Overview
Broadly.com is a technology startup based in Oakland, CA. Broadly develops cloud-based software to help small-to-medium sized businesses connect with their customers through messaging and customer feedback.
2016-2018 was a point of rapid growth for Broadly, which meant that the strategy for customer acquisition was becoming more targeted towards specific industries such as automotive, home, and pet services. Broadly needed a new site in order to expand their services to larger enterprises.
Duration
06/2016 - 08/2018
Team
Web Designer (Me) VP of Marketing Marketing Specialist
My Role
Web Design Project Management Brand Design
Tools
Sketch Photoshop WordPress
Broadly's New Visual Identity
Style Tile
I developed several style tiles to communicate the direction that the website would take. Below is the winning tile that we used for reference for the initial home page layout.
Broadly's edge is the close relationship the company holds with its clients. While the old website borrowed stock images of small business owners, we decided to build out a collection of photography with our own clients.
Balancing blues in marketing collateral
We decided to keep the original Broadly blue. In order to achieve a wider range of brand identity, we introduced a brighter blue for social and B2C communications and a darker blue for the website and more corporate assets.
The Logo
The logo was reimagined as we updated the branding. I updated the iconic logo while keeping the original lettering. Here all three Broadly blues are included in the logo.
Final Mockup
When we finally launched the new site, we were worlds away from where we had started. We had a new iconic logo, new social asset templates, a new customer-facing email template, and a brand style guide.
