https://allyfouts.com allyfouts.com Tue, 04 Oct 2022 03:57:51 +0000 https://allyfouts.com en https://allyfouts.com/NFL-Players-Association Tue, 16 Aug 2022 01:08:40 +0000 allyfouts.com https://allyfouts.com/NFL-Players-Association Creative Lead | Brand Strategist | CopywriterNFL Players AssociationIn the shadow of “shut up and play” and the first collective bargaining negotiation in almost a decade, we reimagined a digital home for the NFL Players Association that redefines what it means to be a strong, active, and culturally relevant labor union. View the work ︎ <img width="2880" height="1200" width_o="2880" height_o="1200" data-src="https://freight.cargo.site/t/original/i/4f0f38a38d0f7d138aa6ee7701a77783221815376f8672291a043c24f64fca2d/nflpa_athlete_and.jpg" data-mid="150497989" border="0" src="https://freight.cargo.site/w/1000/i/4f0f38a38d0f7d138aa6ee7701a77783221815376f8672291a043c24f64fca2d/nflpa_athlete_and.jpg" /> Get open. As the union that represents professional football players in the NFL, the NFL Players Associations is uniquely dedicated to the success and well-being of all players, both on and off the field. But when the average on-field career lasts less than 3.5 years, you have to inspire players to think bigger — to take advantage of the things the game has to offer, but also see the opportunities available beyond the stadium. We worked with the NFLPA to develop a creative strategy called "Get Open". Get Open was a metaphor for getting ahead as a player, getting out in front of the rest of your career, and ultimately getting what you want as a professional athlete, and beyond. <img width="1800" height="879" width_o="1800" height_o="879" data-src="https://freight.cargo.site/t/original/i/140f04c2d06a7224d24b86d71e97a520858c0ec1b75d4b478e0ed3f171455823/nflpa-challenges-1.png" data-mid="150499004" border="0" src="https://freight.cargo.site/w/1000/i/140f04c2d06a7224d24b86d71e97a520858c0ec1b75d4b478e0ed3f171455823/nflpa-challenges-1.png" /> <img width="1800" height="901" width_o="1800" height_o="901" data-src="https://freight.cargo.site/t/original/i/65bbc030e9bc9444afccca78d1d8fed24623224e158b94213fa4d0d27ab999d6/nflpa-card-sort.jpeg" data-mid="150499018" border="0" src="https://freight.cargo.site/w/1000/i/65bbc030e9bc9444afccca78d1d8fed24623224e158b94213fa4d0d27ab999d6/nflpa-card-sort.jpeg" /> <img width="1801" height="1001" width_o="1801" height_o="1001" data-src="https://freight.cargo.site/t/original/i/9fcd98db542502d5619cdf24a3dfe659c9590ae8f548e3bfd6e88e68ef563e55/nflpa-creative-strat-1.jpg" data-mid="150498318" border="0" src="https://freight.cargo.site/w/1000/i/9fcd98db542502d5619cdf24a3dfe659c9590ae8f548e3bfd6e88e68ef563e55/nflpa-creative-strat-1.jpg" /> DESIGN We wanted our design to express the full depth of players' identities — the Performer, the Professional, and the Athlete. The overall look and feel was polished, confident, and reflective of the personalities of the players themselves. <img width="2880" height="4704" width_o="2880" height_o="4704" data-src="https://freight.cargo.site/t/original/i/da4b4cad5f9001ce6f2c15713bf25be8361114c28ef0921a39579626290407ff/nflpa_design.jpg" data-mid="150498342" border="0" src="https://freight.cargo.site/w/1000/i/da4b4cad5f9001ce6f2c15713bf25be8361114c28ef0921a39579626290407ff/nflpa_design.jpg" /> VOICE The voice we developed for the Get Open world was tenacious, authentic, and full of possibility. Our messaging focused on the way the NFLPA is helping players get more out of the NFL than it gets out of them, and showcasing the lives behind the uniforms. <img width="1800" height="804" width_o="1800" height_o="804" data-src="https://freight.cargo.site/t/original/i/0e2285cd5ca95b6a80830070c0c29e3e5aef244b14d52e0f70f1274bb437e179/nflpa-tap-1.png" data-mid="150499324" border="0" src="https://freight.cargo.site/w/1000/i/0e2285cd5ca95b6a80830070c0c29e3e5aef244b14d52e0f70f1274bb437e179/nflpa-tap-1.png" /> <img width="2880" height="4900" width_o="2880" height_o="4900" data-src="https://freight.cargo.site/t/original/i/f4b8f3e563090ccfc927ad1412ba13ff6410fac83729d9a3d1ba8eb6549b8826/nflpa_voice.jpg" data-mid="150498874" border="0" src="https://freight.cargo.site/w/1000/i/f4b8f3e563090ccfc927ad1412ba13ff6410fac83729d9a3d1ba8eb6549b8826/nflpa_voice.jpg" /> <img width="2880" height="2200" width_o="2880" height_o="2200" data-src="https://freight.cargo.site/t/original/i/b9ddc0de14dc2a0d7f80b1dc84fe0c5d1aea4d6ad281a1511125607397c94d3e/nflpa_education.jpg" data-mid="150498973" border="0" src="https://freight.cargo.site/w/1000/i/b9ddc0de14dc2a0d7f80b1dc84fe0c5d1aea4d6ad281a1511125607397c94d3e/nflpa_education.jpg" /> “The level of thoroughness, communication and expertise we’ve experienced has been phenomenal. Grateful for your whole team!”Stephanie Blackwell, Digital Strategy Manager, NFLPA As they entered a new agreement with the NFL, we helped reinvent the NFLPA’s approach to serving their members in the digital space and repositioned the way they communicate their identity as a highly relevant next-generation union. TEAMMATES Brand Design &amp; Strategy: Elliott Muñoz UX Research &amp; Strategy: Curt Arledge &amp; Becky Radnaev Front-End Development: Trevor Davis Another project, perhaps? https://allyfouts.com/Armstrong-Tires Wed, 17 Aug 2022 03:24:25 +0000 allyfouts.com https://allyfouts.com/Armstrong-Tires Creative Lead | Brand Strategist | CopywriterArmstrong Tires What if a tire company asked their customers to stop caring about their tires? We helped relaunch a classic tire brand by imagining a world where knowing absolutely nothing about tires is the secret to getting the best deal on tires. View the work ︎ <img width="1800" height="1150" width_o="1800" height_o="1150" data-src="https://freight.cargo.site/t/original/i/7c1d178c6be7cb1351255be19123c5a491366075e48bf701314f57a88c1bdfec/armstrong-family2.jpeg" data-mid="150599972" border="0" src="https://freight.cargo.site/w/1000/i/7c1d178c6be7cb1351255be19123c5a491366075e48bf701314f57a88c1bdfec/armstrong-family2.jpeg" /> Getting back on the road. Once the 5th largest tire manufacturer in the world, Armstrong Tires was purchased by Pirelli in 1988 and by 2012 was close to being phased out completely. That’s when ZAFCO — a global tire manufacturer and distributor — stepped in with the goal of buying and rebuilding Armstrong Tires from the ground up. ZAFCO asked us to help them fully reimagine the Armstrong brand, from its core strategy, all the way to its beloved century-old rhino mascot, Tuffy. Together, we developed a revitalized brand, mascot, communication strategy, and flagship website to herald the reintroduction of an iconic name in tires. <img width="1800" height="1000" width_o="1800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/f65f4b9ca2f57259a4d3e9c0ec67107ac91179eb8d6c0c33e26be36374841403/armstrong-kickoff3-1.jpeg" data-mid="150600015" border="0" src="https://freight.cargo.site/w/1000/i/f65f4b9ca2f57259a4d3e9c0ec67107ac91179eb8d6c0c33e26be36374841403/armstrong-kickoff3-1.jpeg" /> RESEARCH &amp; DISCOVERY We spent several weeks digging into what makes Armstrong tires unique. Through stakeholder interviews, customer interviews, market research, and an all-day strategy workshop, we discovered a product with a compelling warranty value proposition backed by a company with an uncompromising level of integrity and service. <img width="1800" height="1085" width_o="1800" height_o="1085" data-src="https://freight.cargo.site/t/original/i/de601b0e3bc8dd0fd21f2299fc573d2c64725d2c14357b6c21eddd6cae5cd7f1/Armstrong-research.jpeg" data-mid="150600105" border="0" src="https://freight.cargo.site/w/1000/i/de601b0e3bc8dd0fd21f2299fc573d2c64725d2c14357b6c21eddd6cae5cd7f1/Armstrong-research.jpeg" />INSIGHTS &amp; ANALYSIS One of the key insights that came out of our research was that people don’t spend a lot of time thinking about their tires. As we started concepting our core strategy ideas, we realized we could either try to change that reality, or we could take advantage of it. We decided to take full advantage, dialing in on a strategy we called “The No-Brainer”. <img width="1800" height="1497" width_o="1800" height_o="1497" data-src="https://freight.cargo.site/t/original/i/90878d3502f76c9fdfd37445fed58466fa49d5e3d4edd15fdd55af8216e58fec/armstrong-concepting.jpeg" data-mid="150600547" border="0" src="https://freight.cargo.site/w/1000/i/90878d3502f76c9fdfd37445fed58466fa49d5e3d4edd15fdd55af8216e58fec/armstrong-concepting.jpeg" /> BRAND STRATEGY The No-Brainer concept centered on this proposition: If you just want a tire that’s built to take care of you, and guaranteed to take care of itself, then Armstrong Tires are simply a no-brainer. We used a straightforward, savvy, and compassionate tone to make the brand stand out in a field of competitors that range from aggressive and braggadocios, to expected and treacly.<img width="2880" height="4164" width_o="2880" height_o="4164" data-src="https://freight.cargo.site/t/original/i/7251bead08b574dda407b0874ec884e9974741dadfeb0528ab1bb99a3b537826/armstrong_voice.jpg" data-mid="150600684" border="0" src="https://freight.cargo.site/w/1000/i/7251bead08b574dda407b0874ec884e9974741dadfeb0528ab1bb99a3b537826/armstrong_voice.jpg" />AUDIENCE TARGETING The No-Brainer concept also allowed us to target both of Armstrong’s audiences with the same strategy. The “making a good choice should be an easy choice” messaging was tailored to the consumer B2C audience. But for the B2B audience — the tire dealers that Armstrong sells to directly — we pointed out that a gold-standard warranty and an under-market price point make adding Armstrong to your store’s product lineup a clear no-brainer. <img width="1800" height="972" width_o="1800" height_o="972" data-src="https://freight.cargo.site/t/original/i/619990d572f2edf38e187169388efeb4983dd21f4ba64a39d603d216e32ee040/armstrong-messaging-1.jpeg" data-mid="150601545" border="0" src="https://freight.cargo.site/w/1000/i/619990d572f2edf38e187169388efeb4983dd21f4ba64a39d603d216e32ee040/armstrong-messaging-1.jpeg" />MASCOT REDESIGN We also wanted to update the Armstrong mascot in an efficient way that wouldn’t add months to our brand effort. We realized the answer might lie in the Armstrong logo itself: What if we used the rhino in the logomark as the inspiration for our new mascot? We worked with illustrator Drew Lakin to modify the image into a less anthropomorphic rhino character and created 10 signature poses to represent each of the new brand attributes. <img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/163035f46636028eebc04649ece4f606f11396fb353bb49d5a6af361ff735f1b/Classic-tuffy-2.jpg" data-mid="150601866" border="0" data-scale="89" src="https://freight.cargo.site/w/500/i/163035f46636028eebc04649ece4f606f11396fb353bb49d5a6af361ff735f1b/Classic-tuffy-2.jpg" /><img width="960" height="1200" width_o="960" height_o="1200" data-src="https://freight.cargo.site/t/original/i/0882b732f2ae71d877d24a37f18944eaf7fb656fa619315c804f63a5da2dabdb/Classic-Tuffy.jpeg" data-mid="150601734" border="0" data-scale="83" src="https://freight.cargo.site/w/960/i/0882b732f2ae71d877d24a37f18944eaf7fb656fa619315c804f63a5da2dabdb/Classic-Tuffy.jpeg" /> <img width="1190" height="700" width_o="1190" height_o="700" data-src="https://freight.cargo.site/t/original/i/bc180882ae075f1433fdfca8e795be5715fd2c08192aee1429db89eb87aa490e/armstrong-tuffy2-1.jpeg" data-mid="150601735" border="0" src="https://freight.cargo.site/w/1000/i/bc180882ae075f1433fdfca8e795be5715fd2c08192aee1429db89eb87aa490e/armstrong-tuffy2-1.jpeg" /><img width="2844" height="892" width_o="2844" height_o="892" data-src="https://freight.cargo.site/t/original/i/c1751676fc13791ab1db636ba678e764efb142ae05b3b7e95a6693c2f7198beb/Screen-Shot-2022-08-16-at-9.03.36-PM.png" data-mid="150602039" border="0" src="https://freight.cargo.site/w/1000/i/c1751676fc13791ab1db636ba678e764efb142ae05b3b7e95a6693c2f7198beb/Screen-Shot-2022-08-16-at-9.03.36-PM.png" /> SITE DESIGN &amp; MESSAGING We wanted to make sure the flagship site for the new Armstrong brand stood out amongst the gritty, techy, and corporate-blue sites of their competitors. We built out the modern, straightforward, and trustworthy brand using a bold but focused color palette, thoughtful animations, on-voice messaging, and special attention to their warranty and product pages. We came up with a “reversible jacket” site concept to service Armstrong’s distinct B2B and B2C audiences. When you land on the site you’re on the “Passengers” or B2C version. When you click on “Commercial” on the top nav, the site “turns inside out” — the colors change, the photography changes, and the messaging changes. Structurally the site stays the same, but it is now tailored to the B2B commercial audience. <img width="1750" height="1460" width_o="1750" height_o="1460" data-src="https://freight.cargo.site/t/original/i/1b1e1a4c7f1c4bd0c45fa9280dd78e0f4e52edf3c091ef76dcfb84b1b625e95c/Screen-Shot-2022-08-16-at-9.10.35-PM.png" data-mid="150602302" border="0" src="https://freight.cargo.site/w/1000/i/1b1e1a4c7f1c4bd0c45fa9280dd78e0f4e52edf3c091ef76dcfb84b1b625e95c/Screen-Shot-2022-08-16-at-9.10.35-PM.png" /> <img width="1746" height="1466" width_o="1746" height_o="1466" data-src="https://freight.cargo.site/t/original/i/95189b8a9e9ff91b172d8ba03570d1adde9bbe732aa3749de9f313c977f196c5/Screen-Shot-2022-08-16-at-9.10.19-PM.png" data-mid="150602303" border="0" src="https://freight.cargo.site/w/1000/i/95189b8a9e9ff91b172d8ba03570d1adde9bbe732aa3749de9f313c977f196c5/Screen-Shot-2022-08-16-at-9.10.19-PM.png" /> We helped relaunch the century-old Armstrong Tires brand using an in-depth research and creative concepting approach, resulting in a new Armstrong brand, mascot, communication strategy, and flagship website. TEAMMATES Art Direction: Blair Culbreth &amp; Owen Shifflett UX Design &amp; Research: Emmi Laasko &amp; Katherine Olvera Front-End Development: Greg Kohn Another project, perhaps? https://allyfouts.com/DICK-S-Sporting-Goods-Women-s-Fitness Sun, 24 Jun 2018 01:45:41 +0000 allyfouts.com https://allyfouts.com/DICK-S-Sporting-Goods-Women-s-Fitness Campaign Strategist | CopywriterDICK’S Sporting Goods Women’s FitnessWe created an interactive campaign site for DICK’S Sporting Goods featuring a shoppable digital lookbook of women's athletic apparel. The site draws users in with narrative video, photography, and shareable inspirational content. <img width="1400" height="875" width_o="1400" height_o="875" data-src="https://freight.cargo.site/t/original/i/a1792e02f09f050defff4784bd79389f210aa024405664a2719fc62598f8eb39/DSG-womens-full-01a.jpg" data-mid="19017926" border="0" src="https://freight.cargo.site/w/1000/i/a1792e02f09f050defff4784bd79389f210aa024405664a2719fc62598f8eb39/DSG-womens-full-01a.jpg" /> Strong is the new skinny. For their Women’s Fitness campaign, DICK’s Sporting Goods&nbsp;wanted to reach women who are serious about pushing their bodies, not to conform to society’s standards, but to hit the goals they set for themselves. This audience wants high-quality, on-trend, versatile clothing that meets both their athletic and aesthetic needs. The challenge was finding a way to connect with an audience DSG struggled to reach, while also showcasing women’s athletic clothing in a shoppable and shareable format. We developed a strategy that put DSG’s line of women’s apparel on our target audience’s radar, and created a campaign that celebrates the lives of women in a series of product-featuring storytelling vignettes. <img width="1400" height="678" width_o="1400" height_o="678" data-src="https://freight.cargo.site/t/original/i/2609e3b803fbfc6d348820ca7314cf7ce06ee60f90728d8c34752be89403eff8/DSG-womens-full-02a.jpg" data-mid="19017928" border="0" src="https://freight.cargo.site/w/1000/i/2609e3b803fbfc6d348820ca7314cf7ce06ee60f90728d8c34752be89403eff8/DSG-womens-full-02a.jpg" /> CONCEPT Our strategy centered on creating an authentic, inspiring narrative that our audience could relate to and share. Shooting the DSG apparel in motion, on real female athletes, and paired with unique motivational copy helped us make that genuine connection. We knew stock imagery wasn’t going to cut it if we wanted to create an authentic brand story, so we partnered with film house Alchemy to art direct the site’s custom video and photography, and wrote strong accompanying headlines to bring the campaign’s voice to life. <img width="1400" height="941" width_o="1400" height_o="941" data-src="https://freight.cargo.site/t/original/i/5caee51f86c8f7887f9eee61ffd48f58b4e72c4a565c66de7a26a3e0aab19324/DSG-womens-full-02.jpg" data-mid="19017927" border="0" src="https://freight.cargo.site/w/1000/i/5caee51f86c8f7887f9eee61ffd48f58b4e72c4a565c66de7a26a3e0aab19324/DSG-womens-full-02.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/84c3878763ff9a106950549e98fe63449548fa329d16db4f22c3b3ea4b200894/barre-content-13.jpg" data-mid="19018041" border="0" src="https://freight.cargo.site/w/640/i/84c3878763ff9a106950549e98fe63449548fa329d16db4f22c3b3ea4b200894/barre-content-13.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/84e72b831f466ba163e864af87a0d3f96ed48959c4bf59184d3e5f5c48149f13/crossfit-content-11.jpg" data-mid="19018042" border="0" src="https://freight.cargo.site/w/640/i/84e72b831f466ba163e864af87a0d3f96ed48959c4bf59184d3e5f5c48149f13/crossfit-content-11.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/37eaa505ffe654e5cd65325996b44ca4a985437c90b940b74f000f8a28ee7a3b/crossfit-content-12.jpg" data-mid="19018043" border="0" src="https://freight.cargo.site/w/640/i/37eaa505ffe654e5cd65325996b44ca4a985437c90b940b74f000f8a28ee7a3b/crossfit-content-12.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/7ec3668189ede01d906538b7b11737f802a5242f7a4933c886821d4aa2a3797f/crossfit-content-13.jpg" data-mid="19018044" border="0" src="https://freight.cargo.site/w/640/i/7ec3668189ede01d906538b7b11737f802a5242f7a4933c886821d4aa2a3797f/crossfit-content-13.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/0f7a483d9c609f942b94cd0fbce1f3ec0dbb0c7b4a071ed3100f703180943d8d/crossfit-content-14.jpg" data-mid="19018045" border="0" src="https://freight.cargo.site/w/640/i/0f7a483d9c609f942b94cd0fbce1f3ec0dbb0c7b4a071ed3100f703180943d8d/crossfit-content-14.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/812bb16dbfca6de9bf46ad486fc6d78530fe0bb324e3a14b6ae41cdc0f8881c1/indoor-yoga-content-13.jpg" data-mid="19018046" border="0" src="https://freight.cargo.site/w/640/i/812bb16dbfca6de9bf46ad486fc6d78530fe0bb324e3a14b6ae41cdc0f8881c1/indoor-yoga-content-13.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/7c544d1eab11be09b19f2b90e22fd59eea80b64b6ce81cac80c889dd3b9a1cd6/kickboxing-content-11.jpg" data-mid="19018047" border="0" src="https://freight.cargo.site/w/640/i/7c544d1eab11be09b19f2b90e22fd59eea80b64b6ce81cac80c889dd3b9a1cd6/kickboxing-content-11.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/e941e576f80376243362d216399648f36525461c0e35f3f6de9393bb222aa126/kickboxing-content-12.jpg" data-mid="19018048" border="0" src="https://freight.cargo.site/w/640/i/e941e576f80376243362d216399648f36525461c0e35f3f6de9393bb222aa126/kickboxing-content-12.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/9ba9001479422a3cb499e933f33d72ecbfee20fa3ad67a51601ca4575be13315/outdoor-yoga-content-13.jpg" data-mid="19018050" border="0" src="https://freight.cargo.site/w/640/i/9ba9001479422a3cb499e933f33d72ecbfee20fa3ad67a51601ca4575be13315/outdoor-yoga-content-13.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/4a222c5ffaa051dcfbe0138df412a0cb159ea07d121ee9d5b9aa8766c0e6b6d3/running-content-12.jpg" data-mid="19018054" border="0" src="https://freight.cargo.site/w/640/i/4a222c5ffaa051dcfbe0138df412a0cb159ea07d121ee9d5b9aa8766c0e6b6d3/running-content-12.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/7f105b0fef1630c876016dcd14ce5ddf08ab0dd276ef101d1b8cf567f4253435/running-content-13.jpg" data-mid="19018055" border="0" src="https://freight.cargo.site/w/640/i/7f105b0fef1630c876016dcd14ce5ddf08ab0dd276ef101d1b8cf567f4253435/running-content-13.jpg" /> <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/0fab1078f218e7a47a2c61312abb23ecc096ef5c3f549ad62809c4dfa148ea51/running-content-14.jpg" data-mid="19018056" border="0" src="https://freight.cargo.site/w/640/i/0fab1078f218e7a47a2c61312abb23ecc096ef5c3f549ad62809c4dfa148ea51/running-content-14.jpg" /> INTERACTIVE CONTENT We introduced another layer of complexity by creating interactive, scalable content tiles that needed to display on top of video and control some of its functionality. These tiles let users shop the stories of different athletes on the site. Women use inspirational images as a source of fitness motivation, so we included tiles with inspirational content, designed specifically to share, tweet, and pin. <img width="1400" height="1123" width_o="1400" height_o="1123" data-src="https://freight.cargo.site/t/original/i/2bb1fde2ad53ab13b08c98c9b25020bf78037adf98e99b548b36aaac4633120e/DSG-womens-full-03b.jpg" data-mid="19018672" border="0" src="https://freight.cargo.site/w/1000/i/2bb1fde2ad53ab13b08c98c9b25020bf78037adf98e99b548b36aaac4633120e/DSG-womens-full-03b.jpg" /> <img width="1080" height="746" width_o="1080" height_o="746" data-src="https://freight.cargo.site/t/original/i/ab5bb6225a0e1a264551762e2c1392c6adb4813dafb924bb8952640f73d85609/Fitness-Pinboard-with-Women-s-Fit-Pins.png" data-mid="19018818" border="0" src="https://freight.cargo.site/w/1000/i/ab5bb6225a0e1a264551762e2c1392c6adb4813dafb924bb8952640f73d85609/Fitness-Pinboard-with-Women-s-Fit-Pins.png" /> “Viget helped concept and execute a series of Lookbook digital campaigns across our focus areas, along with developing a backend system that tied them all together for our customers. It was a whole new way of connecting experiential brand content to ecommerce and revenue.”Jay Basnight, Former Director of Digital Marketing, DICK’S Sporting Goods We created an empowering, highly-interactive campaign site for DICK'S Sporting Goods that draws its audience in with narrative-based photography and video, making it easy for users to share their favorite products over social media. TEAMMATES Art Direction: Owen Shifflett UX Design: Laura Sweltz Front-End Development: Chris Manning Another project, perhaps? https://allyfouts.com/Wondrium Mon, 15 Aug 2022 06:16:14 +0000 allyfouts.com https://allyfouts.com/Wondrium Creative DirectorWondriumWondrium is an online streaming service that features high-quality, in-depth educational content.&nbsp;The team behind the service invited us to embark on a complete rebrand of the platform, including a new name, logo, tagline, voice, design aesthetic, and foundational brand strategy. View the work ︎ <img width="1200" height="630" width_o="1200" height_o="630" data-src="https://freight.cargo.site/t/original/i/7de1787e461d9318a5b50abb4a49f52897f5f173d2fc54fa33fdd93635246f89/wondrium_og.png" data-mid="150397015" border="0" src="https://freight.cargo.site/w/1000/i/7de1787e461d9318a5b50abb4a49f52897f5f173d2fc54fa33fdd93635246f89/wondrium_og.png" /> Your brain is going to love this place. Wondrium is a direct descendant of The Great Courses, one of the first companies to pioneer commercially available nonfiction content, selling VHS tapes of university-grade lectures to insatiable lifelong learners.&nbsp; 30 years later, they’d gone from having virtually no competitors to having dozens — some bigger, some trendier, and all crammed into a vertical that sits firmly in the shadow of streaming giants like Netflix. To defend their position as a premier content provider, the team at TGC invited us to help them turn their streaming platform into a standalone flagship brand — developing a new name, logo, tagline, voice, design aesthetic, and foundational brand strategy. <img width="640" height="424" width_o="640" height_o="424" data-src="https://freight.cargo.site/t/original/i/0f5bd262fa698ebe6bd18d19bd93634ceb9acbdf9f46f4c3ba706d42366cd673/boom-mind-blown.gif" data-mid="150397121" border="0" src="https://freight.cargo.site/w/640/i/0f5bd262fa698ebe6bd18d19bd93634ceb9acbdf9f46f4c3ba706d42366cd673/boom-mind-blown.gif" /> EXPLORATION &amp; DISCOVERY In our initial exploration phase we focused primarily on understanding why people love learning, and specifically, why they love it enough to pay a subscription fee every month to get it. We realized the new branding needed to embody that feeling people get when they learn something new — a feeling that occurs frequently when you have content as deep and as nerdy as TGC’s. We knew providing “mind-blowing” learning moments was one of our key differentiators, but we still needed to find out why our audience found that so valuable. <img width="1152" height="864" width_o="1152" height_o="864" data-src="https://freight.cargo.site/t/original/i/b6e1b6f6d83a56c1b30a4e7447d4fb4238c493e2205a7cd50902a1d0939e583d/wondrium-audience-types.png" data-mid="150397311" border="0" src="https://freight.cargo.site/w/1000/i/b6e1b6f6d83a56c1b30a4e7447d4fb4238c493e2205a7cd50902a1d0939e583d/wondrium-audience-types.png" /> AUDIENCE RESEARCH To better understand our audience, we began with TGC’s online user cluster analysis. This analysis grouped their users into two main categories: 1) Seekers — “lifelong learners'' who pursue knowledge for the sake of knowledge; and 2) Solvers — people who want to learn a specific skill for a specific purpose. We dug into the data behind the clusters, and launched a live user intercept survey on thegreatcourses.com so we could ask users directly what they love about the service. This additional research helped us develop 6 distinct audience archetypes, each each with a profile outlining its core motivations, and specific challenges and opportunities around communicating with it. <img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/53d1884656099e35fad5ae76f071620e0bc7560e2905510ddd3109c423dfe1ab/Wondrium-Final-Strategies-1-2.png" data-mid="150496398" border="0" src="https://freight.cargo.site/w/1000/i/53d1884656099e35fad5ae76f071620e0bc7560e2905510ddd3109c423dfe1ab/Wondrium-Final-Strategies-1-2.png" /> BRAND STRATEGY Once we had a firm grasp on the value propositions that resonated with our target audience — TGC’s celebration of learning, the quality of the teaching, and the overall unapologetic nerdery of it all — we were able to develop several new brand strategy directions. We worked with the TGC team to select 2 finalist directions, which we then took into strategy validation. <img width="2000" height="960" width_o="2000" height_o="960" data-src="https://freight.cargo.site/t/original/i/3cd61e56239834265ff710bc72e81f345522e4a0a9a43b05ecb07a153b692b4c/Wondrium-Strategies-Were-Into-It-with-Stats.png" data-mid="150496536" border="0" src="https://freight.cargo.site/w/1000/i/3cd61e56239834265ff710bc72e81f345522e4a0a9a43b05ecb07a153b692b4c/Wondrium-Strategies-Were-Into-It-with-Stats.png" /><img width="2000" height="960" width_o="2000" height_o="960" data-src="https://freight.cargo.site/t/original/i/b27ca76f5448d654c9aaa807a8f71d90662a2f194bcc1c7dd808543e14e5b018/Wondrium-Strategies-MindBlown-with-stats.png" data-mid="150496535" border="0" src="https://freight.cargo.site/w/1000/i/b27ca76f5448d654c9aaa807a8f71d90662a2f194bcc1c7dd808543e14e5b018/Wondrium-Strategies-MindBlown-with-stats.png" />STRATEGY VALIDATION Here’s one of the hardest things about any rebranding process: once you’ve developed a new brand strategy, how do you know if that strategy is any good? Are you going to like the messaging and design that comes out of it? Is it going to resonate with your audience? Before we settled on a final strategy direction, we developed “test” desing and messaging in the form of marketing collateral for both of our finalist directions. We then engaged the testing service Prolific to get online feedback from representatives of our prospective audiences.&nbsp; <img width="2000" height="800" width_o="2000" height_o="800" data-src="https://freight.cargo.site/t/original/i/15e1bf48b977ed593b480c2414b58551e67304e0eb8134da02c9beb1293968ab/Wondrium-Logomark-F4.png" data-mid="150496534" border="0" src="https://freight.cargo.site/w/1000/i/15e1bf48b977ed593b480c2414b58551e67304e0eb8134da02c9beb1293968ab/Wondrium-Logomark-F4.png" />NAMING APPROACH After reviewing internal feedback, the marketing collateral examples, and the Proflic testing results, the team at TGC selected the “Mind=Blown” brand strategy. Our next task was developing a new name to pair with the new branding. Finalizing the brand strategy before beginning the naming process allows us to approach naming more strategically, and focuses the exploration significantly. After concepting a few hundred name ideas (yes, even a more focused process involves brainstorming hundreds of names), and following a series of workshops, internal polls, and another round of Prolific testing, we settled on our new name, logo, and tagline: Wondrium. Your brain is going to love this place.<img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/25793ad498440c8c5cd3fe9c583a52620ac98663320f7ac08343b6df205170ba/Wondrium-Brand-Guide-23-24.png" data-mid="150496529" border="0" src="https://freight.cargo.site/w/1000/i/25793ad498440c8c5cd3fe9c583a52620ac98663320f7ac08343b6df205170ba/Wondrium-Brand-Guide-23-24.png" /><img width="2000" height="1500" width_o="2000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/52652c50e406280dcd0999823fc4c3ea44943856569d3bf3e26f370d28c1e6e7/Wondrium-Brand-Guide-Staggered.png" data-mid="150496530" border="0" src="https://freight.cargo.site/w/1000/i/52652c50e406280dcd0999823fc4c3ea44943856569d3bf3e26f370d28c1e6e7/Wondrium-Brand-Guide-Staggered.png" /><img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/4511947c819d632abfed5acb790d169dfb1f35147f594050533b4791e6c048d8/Wondrium-Copy.png" data-mid="150496531" border="0" src="https://freight.cargo.site/w/1000/i/4511947c819d632abfed5acb790d169dfb1f35147f594050533b4791e6c048d8/Wondrium-Copy.png" /><img width="1920" height="640" width_o="1920" height_o="640" data-src="https://freight.cargo.site/t/original/i/4136daf929358366ee8da13a9992d42f90d416889859348c8596ff289a2b50b0/Wondrium-Device-Icons.png" data-mid="150496532" border="0" src="https://freight.cargo.site/w/1000/i/4136daf929358366ee8da13a9992d42f90d416889859348c8596ff289a2b50b0/Wondrium-Device-Icons.png" /> “You guys have a very tight process, and you’ve done a great job keeping us honest. I hope you feel as delighted as we do.”Paul Suijk, CEO, Wondrium <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/79942ec554d7a11054d85ca4afc7dde8e057646ddee7ee98701085c35001553e/Wondrium-University.png" data-mid="150496942" border="0" src="https://freight.cargo.site/w/1000/i/79942ec554d7a11054d85ca4afc7dde8e057646ddee7ee98701085c35001553e/Wondrium-University.png" /> COACHING &amp; HANDOFF The Wondrium brand is a huge departure — in style, tone, and messaging — from anything the TGC team had done before. So to prepare for the rebrand rollout, the team enrolled in what we called "Wondrium University" — a month-long series of workshops we created to train them in everything from writing headlines to mapping out a successful relaunch plan. As a compliment to Wondrium U, the new brand guidelines were also developed as more of an interactive how-to manual than a static documentation booklet. Wondrium continues to celebrate its passionately curious subscribers and remind us that learning can provide a sense of joy that simply can’t be found anywhere else. TEAMMATES Brand Strategy &amp; Copywriting: Elyse KamibayashiBrand Strategy &amp; Art Direction: Elliott Muñoz Brand Strategy &amp; UX Design: Katherine Olvera Another project, perhaps? https://allyfouts.com/AARP-Ad-Council-Ace-Your-Retirement Sat, 23 Jun 2018 19:29:11 +0000 allyfouts.com https://allyfouts.com/AARP-Ad-Council-Ace-Your-Retirement Campaign Strategist | Copywriter AARP | Ad Council Ace Your RetirementWe partnered with the Ad Council and AARP to provide retirement planning tips that are clear, personalized, and actionable, using an interactive chatbot experience that is approachable and delightfully unexpected.&nbsp; <img width="1400" height="894" width_o="1400" height_o="894" data-src="https://freight.cargo.site/t/original/i/29425a53867082d73004c1d2d189e84320e376549e10af3ce4e01df714644133/aceretire-ui.jpg" data-mid="19006570" border="0" src="https://freight.cargo.site/w/1000/i/29425a53867082d73004c1d2d189e84320e376549e10af3ce4e01df714644133/aceretire-ui.jpg" /> Retirement advice doesn’t have to be complicated. But according to AARP, three out of four Americans between the ages of 55 and 64 years old have less than $30,000 saved for retirement. Finding a creative way to address that sobering statistic was the challenge brought to us by the Ad Council and AARP. We needed a more positive and engaging way to empower 50-somethings to save, so we nixed the often grim and impersonal financial calculators and instead created an approachable retirement chatbot named Avo. Avo guides users through 3 minutes of delightful animations and easy-to-answer questions, ultimately providing a personalized set of the top 3 actions each user can take to get his or her retirement on track. <img width="1400" height="599" width_o="1400" height_o="599" data-src="https://freight.cargo.site/t/original/i/d767aac059997bbaf69fb4cc4dc8b9d0efe5f87aa7a9b1355f7dd0193e423b66/aceretire-char-01.jpg" data-mid="19008125" border="0" src="https://freight.cargo.site/w/1000/i/d767aac059997bbaf69fb4cc4dc8b9d0efe5f87aa7a9b1355f7dd0193e423b66/aceretire-char-01.jpg" /> STRATEGY While AARP is a well-known resource for active retirees, they also have a wealth of information for people who are still years away from retirement. To more effectively reach that audience we needed to make AARP’s resources more accessible, but we didn’t want to create another basic retirement calculator — the kind that asks a million questions and provides tips like, “buy fewer lattes”. After user testing a few prototypes, we landed on our final concept: a chatbot-like experience that walks users through a short list of preparedness questions, and then provides a personalized set of retirement action items. <img width="500" height="478" width_o="500" height_o="478" data-src="https://freight.cargo.site/t/original/i/f9edcea8c5ec0781365b6f2f862c5308f7cec903d5e660a2c30b8fd4ce090ead/aceretire-char-concept-02.jpg" data-mid="19008557" border="0" src="https://freight.cargo.site/w/500/i/f9edcea8c5ec0781365b6f2f862c5308f7cec903d5e660a2c30b8fd4ce090ead/aceretire-char-concept-02.jpg" /> <img width="500" height="478" width_o="500" height_o="478" data-src="https://freight.cargo.site/t/original/i/d9a2467319be24901b458ed1ad5d634f0d30d70715514eb5866cd8f642fe909d/aceretire-char-concept-01.jpg" data-mid="19008522" border="0" src="https://freight.cargo.site/w/500/i/d9a2467319be24901b458ed1ad5d634f0d30d70715514eb5866cd8f642fe909d/aceretire-char-concept-01.jpg" /> CHARACTER DESIGN Building a chatbot that can hold up its end of the “conversation” doesn’t always require natural language processing. Focusing on thoughtful character design helped us devise a less complicated variation that still feels fully alive and engaged. Starting with a basic smile emoji as our inspiration, we designed a set of custom character emotions and a unique animation to pair with each. We also shaped Avo’s voice to feel conscientious and agreeable to ensure we were addressing a potentially sensitive topic in a warm and accessible way.We named the chatbot character "Avo" — short for "Avocado" — which is an Australian slang term for a $100 bill.&nbsp; <img width="1400" height="778" width_o="1400" height_o="778" data-src="https://freight.cargo.site/t/original/i/bc56505c6c38874ab8ce56d57a8497c278fadea481f2d3adbad4352019ac2182/aceretire-content.jpg" data-mid="19009126" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/bc56505c6c38874ab8ce56d57a8497c278fadea481f2d3adbad4352019ac2182/aceretire-content.jpg" />CONTENT STRATEGYCreating an engaging experience was one of our key goals, but ensuring the information we provided was accurate and useful was our most important task. We sorted through over 300 retirement articles that AARP provided, ultimately organizing them using an extremely hard-working Trello board. We then refined that content into sets of recommendations, or “action items”, that could be mapped to various user inputs. After working with AARP’s subject matter experts to vet and revise our action items, we styled the copy using the Avo brand voice and included bonus “jump starts” and to-do lists to make the information as actionable as possible. We successfully partnered with the Ad Council and AARP to provide a retirement planning resource that features easy-to-answer questions in a fun and approachable format. TEAMMATES Art Direction: Owen ShifflettAnimation Design: Minh Tran UX Design: Laura Sweltz &amp; Katherine Olvera Additional Copywriting: Natalie Reich Front-End Development: Greg Kohn Another project, perhaps? https://allyfouts.com/Thirty-Eight-North-Studio Wed, 31 Aug 2022 20:07:24 +0000 allyfouts.com https://allyfouts.com/Thirty-Eight-North-Studio Creative Lead |&nbsp;Brand Strategist | CopywriterThirty Eight North Studio&nbsp;When former singer turned financial planner Sarah Marks took over the lease of an aging recording studio, she had big plans. We partnered with Sarah and her team to rename, rebrand, and relaunch the space as a creative studio centered around music. View the work︎ <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7d0c582ef508ca16e496c9a4c5bfacda8cc0f830f4d0a0159cdd3060666ca600/38n-Logo-Lockups.png" data-mid="151764608" border="0" src="https://freight.cargo.site/w/1000/i/7d0c582ef508ca16e496c9a4c5bfacda8cc0f830f4d0a0159cdd3060666ca600/38n-Logo-Lockups.png" /> Don’t go quietly. From the very start, Sarah’s dream was to build a space where a diverse community of musicians could collaborate, thrive, and bring their visions to life. From a brand and identity standpoint, we wanted to create a sense of possibility for our artists. We knew musicians would arrive at Thirty Eight North Studio via many paths, and we needed them to understand that there wasn’t a box we wanted to cram them into. Our goal wasn’t to alter their path — our goal was to travel alongside them and help them see that becoming the artist they want to be doesn’t mean sacrificing the person they are. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c312f65425dac46dc03e8cb116236bedc3c955c799b677a47c7bd93a189406a7/38n-Logo.png" data-mid="151766997" border="0" src="https://freight.cargo.site/w/1000/i/c312f65425dac46dc03e8cb116236bedc3c955c799b677a47c7bd93a189406a7/38n-Logo.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2c2bc17dbb6084497cbc7eb3b6b3f77d83890b04ed4e5c9bb17b5fef07940265/38n-Manifesto.png" data-mid="151766998" border="0" src="https://freight.cargo.site/w/1000/i/2c2bc17dbb6084497cbc7eb3b6b3f77d83890b04ed4e5c9bb17b5fef07940265/38n-Manifesto.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/824dffdac3285dffd6062273e7c48c0706f31d1431e6c9d1dd5b0cf745c833e4/38n-Logo-2.png" data-mid="151766996" border="0" src="https://freight.cargo.site/w/1000/i/824dffdac3285dffd6062273e7c48c0706f31d1431e6c9d1dd5b0cf745c833e4/38n-Logo-2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e7cc211f536bf13fdae05c0de30c9868873d2b66e572e40fd8443d086dfae168/38n-Who-We-Are.png" data-mid="151767001" border="0" src="https://freight.cargo.site/w/1000/i/e7cc211f536bf13fdae05c0de30c9868873d2b66e572e40fd8443d086dfae168/38n-Who-We-Are.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/11f7210c4ceaed565625d22ea30d51f39eddfa03fd5732bc4042a6a94a846aa9/38n-Purpose.png" data-mid="151767000" border="0" src="https://freight.cargo.site/w/1000/i/11f7210c4ceaed565625d22ea30d51f39eddfa03fd5732bc4042a6a94a846aa9/38n-Purpose.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f6c00d0dee2ea9ac8516bcad19d34f9f9f6f789e64e353ae01677535d25166cb/38n-8.png" data-mid="151766995" border="0" src="https://freight.cargo.site/w/1000/i/f6c00d0dee2ea9ac8516bcad19d34f9f9f6f789e64e353ae01677535d25166cb/38n-8.png" /> NAMING The new studio name — Thirty Eight North Studio — was inspired by the iconic location-based names of famous recording studios like Abbey Road (3 Abbey Road, London) and Sunset Sound (6650 Sunset Blvd, Los Angeles). 38.88347981147773, or 38N, is the latitudinal half of the studio’s GPS coordinates. <img width="2000" height="1334" width_o="2000" height_o="1334" data-src="https://freight.cargo.site/t/original/i/0e26277de5b793257aeee2e1422470322d4b31621273aca921062a55053c2ba6/38n-Exterior.jpeg" data-mid="151767627" border="0" src="https://freight.cargo.site/w/1000/i/0e26277de5b793257aeee2e1422470322d4b31621273aca921062a55053c2ba6/38n-Exterior.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c312f65425dac46dc03e8cb116236bedc3c955c799b677a47c7bd93a189406a7/38n-Logo.png" data-mid="151766997" border="0" src="https://freight.cargo.site/w/1000/i/c312f65425dac46dc03e8cb116236bedc3c955c799b677a47c7bd93a189406a7/38n-Logo.png" /> <img width="1050" height="736" width_o="1050" height_o="736" data-src="https://freight.cargo.site/t/original/i/4f79e22b33fe26ad198850ff2395a79946dd9494aa8b92f5a48a133ad93fe73e/38n-Soundboard-1.jpeg" data-mid="151767969" border="0" src="https://freight.cargo.site/w/1000/i/4f79e22b33fe26ad198850ff2395a79946dd9494aa8b92f5a48a133ad93fe73e/38n-Soundboard-1.jpeg" /> <img width="1080" height="1073" width_o="1080" height_o="1073" data-src="https://freight.cargo.site/t/original/i/3f81899d5787a6bb92b7071c178d8317d97d99233c41bf75e50a9a9efa4a01aa/38n-Outside.jpeg" data-mid="151767967" border="0" src="https://freight.cargo.site/w/1000/i/3f81899d5787a6bb92b7071c178d8317d97d99233c41bf75e50a9a9efa4a01aa/38n-Outside.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/be5a727afc9ad13c90e65b7e4914505d8dd35116a828def2c7878d9d1a1adb03/38n-Chair.jpeg" data-mid="151767958" border="0" src="https://freight.cargo.site/w/1000/i/be5a727afc9ad13c90e65b7e4914505d8dd35116a828def2c7878d9d1a1adb03/38n-Chair.jpeg" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/62a1bee2abb04316a1afbd0de1cb9986df6ea6579b279f5abca42a9c88d8bc31/38n-outside-2.jpeg" data-mid="151767966" border="0" src="https://freight.cargo.site/w/1000/i/62a1bee2abb04316a1afbd0de1cb9986df6ea6579b279f5abca42a9c88d8bc31/38n-outside-2.jpeg" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/21be7b77c33786cbd84b4fdb8ef139567b346318638164fa1914a657faddcf2a/38n-dieals.jpeg" data-mid="151767959" border="0" src="https://freight.cargo.site/w/1000/i/21be7b77c33786cbd84b4fdb8ef139567b346318638164fa1914a657faddcf2a/38n-dieals.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0d8088229fc37168debe6e376ea6e5dd50da60ed9e09022a608376669c24a748/38n-group.jpeg" data-mid="151767961" border="0" src="https://freight.cargo.site/w/1000/i/0d8088229fc37168debe6e376ea6e5dd50da60ed9e09022a608376669c24a748/38n-group.jpeg" /> <img width="1076" height="1076" width_o="1076" height_o="1076" data-src="https://freight.cargo.site/t/original/i/8b579d31dd5378785d397a828740a738540a6bb03c0a7fa3dd9c229608ab24c6/38n-horns.jpeg" data-mid="151767963" border="0" src="https://freight.cargo.site/w/1000/i/8b579d31dd5378785d397a828740a738540a6bb03c0a7fa3dd9c229608ab24c6/38n-horns.jpeg" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/faa339a83a1ec4a5d7b6cc6870b7da60a55af1891e1c29d144fd377474051536/38n-background.jpeg" data-mid="151767957" border="0" src="https://freight.cargo.site/w/1000/i/faa339a83a1ec4a5d7b6cc6870b7da60a55af1891e1c29d144fd377474051536/38n-background.jpeg" /> <img width="1080" height="720" width_o="1080" height_o="720" data-src="https://freight.cargo.site/t/original/i/d5580b61f53cf2e00433592caa84e6e745aa1976bef9db4d4ccf7852d66ab947/38n-studio.jpeg" data-mid="151767970" border="0" src="https://freight.cargo.site/w/1000/i/d5580b61f53cf2e00433592caa84e6e745aa1976bef9db4d4ccf7852d66ab947/38n-studio.jpeg" /> <img width="1080" height="822" width_o="1080" height_o="822" data-src="https://freight.cargo.site/t/original/i/39e0d4ce244859db98058d71836490798ea913b261ca42c9f9e062224180299c/38n-singer.jpeg" data-mid="151767968" border="0" src="https://freight.cargo.site/w/1000/i/39e0d4ce244859db98058d71836490798ea913b261ca42c9f9e062224180299c/38n-singer.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/35a73111eb31e9cc825bfd733f1c31eb33be59c19398ab94ac3bfeeeecc90d40/38n-keyboard.jpeg" data-mid="151767965" border="0" src="https://freight.cargo.site/w/1000/i/35a73111eb31e9cc825bfd733f1c31eb33be59c19398ab94ac3bfeeeecc90d40/38n-keyboard.jpeg" /> <img width="1080" height="1347" width_o="1080" height_o="1347" data-src="https://freight.cargo.site/t/original/i/164621e15138d67324626a2514c03c8b4768e70f957efe4f191f7de5a5dc027b/38n-jumper.jpeg" data-mid="151767964" border="0" src="https://freight.cargo.site/w/1000/i/164621e15138d67324626a2514c03c8b4768e70f957efe4f191f7de5a5dc027b/38n-jumper.jpeg" /> <img width="1080" height="1054" width_o="1080" height_o="1054" data-src="https://freight.cargo.site/t/original/i/073dbd10b13c9b86e20b864111824c3454c2d358bc3afb513bcf2724e70fc1f4/38n-guitar.jpeg" data-mid="151767962" border="0" src="https://freight.cargo.site/w/1000/i/073dbd10b13c9b86e20b864111824c3454c2d358bc3afb513bcf2724e70fc1f4/38n-guitar.jpeg" /> <img width="3000" height="5047" width_o="3000" height_o="5047" data-src="https://freight.cargo.site/t/original/i/e503168f0e884960b77d7d157a7447402c523b27272187815425a9d532f0f028/38n-Guide.jpeg" data-mid="151768277" border="0" src="https://freight.cargo.site/w/1000/i/e503168f0e884960b77d7d157a7447402c523b27272187815425a9d532f0f028/38n-Guide.jpeg" /> We helped Sarah bring her vision for a creative studio and community to life through a new name, logo, visual identity, and brand mission. &nbsp; TEAMMATES Art Direction: Owen Shifflett Another project, perhaps? https://allyfouts.com/U-S-Forest-Service-Ad-Council-Discover-the-Forest Tue, 04 Oct 2022 03:57:51 +0000 allyfouts.com https://allyfouts.com/U-S-Forest-Service-Ad-Council-Discover-the-Forest Content Strategist | CopywriterU.S. Forest Service | Ad Council Discover the Forest Discover the Forest is a campaign from the Ad Council in partnership with the United States Forest Service. Its goal is to help families with kids spend more time outside discovering nature through the National Forests near them. View the work ︎ <img width="2748" height="1510" width_o="2748" height_o="1510" data-src="https://freight.cargo.site/t/original/i/120639ec2815842069ecd17e0d73ba354de9fb0f77d767c984c8795bbb7e7d34/Screen-Shot-2022-10-03-at-9.48.24-PM.png" data-mid="154778052" border="0" src="https://freight.cargo.site/w/1000/i/120639ec2815842069ecd17e0d73ba354de9fb0f77d767c984c8795bbb7e7d34/Screen-Shot-2022-10-03-at-9.48.24-PM.png" /> Your forest is ready. All public lands belong to the public and exist for our exploration and enjoyment. So how do we make the outdoors feel more accessible to everyone? While it doesn’t take a lot of planning or money to spend time outside, not knowing where to start when you’re contemplating a trip to a forest, park, or trail can make what should be a fun adventure feel totally out of reach.&nbsp;Discover the Forest was created as a tool for parents and caregivers who want to spend more time outdoors, but need information on where to go, what to do, and what to bring or prepare. <img width="1440" height="2678" width_o="1440" height_o="2678" data-src="https://freight.cargo.site/t/original/i/d56152ad6130419d1310a67ea5c32090cb840daf57e1e0339edb5f62113b28b4/01-homepage.jpeg" data-mid="154777995" border="0" src="https://freight.cargo.site/w/1000/i/d56152ad6130419d1310a67ea5c32090cb840daf57e1e0339edb5f62113b28b4/01-homepage.jpeg" /> STRATEGY Our strategy was articulated through a simple phrase, “Your Forest is Ready" and can be broken down into three promises we made to visitors on the site:&nbsp; We’ll help you find an activity or place outside that’s right for you and your circumstances, location, and interests. All public lands belong to the public, and they’re there for you to explore and enjoy. It doesn’t take a lot of effort or money to spend time outside, and we’ll make it easy to wrangle logistics and help you decide what to bring. <img width="1440" height="2460" width_o="1440" height_o="2460" data-src="https://freight.cargo.site/t/original/i/5a450e0764498ed76d285c9bfc6d1f50ea6aaa0e0299f11f4553c3d3a6d9218a/02-activities.jpeg" data-mid="154777996" border="0" src="https://freight.cargo.site/w/1000/i/5a450e0764498ed76d285c9bfc6d1f50ea6aaa0e0299f11f4553c3d3a6d9218a/02-activities.jpeg" /> <img width="1440" height="1061" width_o="1440" height_o="1061" data-src="https://freight.cargo.site/t/original/i/62ee328441393c3645999779eeb87b651d033cf8a494c08d20dae61b35837e84/03-activities-filter.jpeg" data-mid="154777997" border="0" src="https://freight.cargo.site/w/1000/i/62ee328441393c3645999779eeb87b651d033cf8a494c08d20dae61b35837e84/03-activities-filter.jpeg" /> CONTENT Our strategy informed crucial decisions around the structure and content of key site pages and it impacted the way we displayed "activities" parents could do with their kids. It also influenced our decision to build a map feature that our audience could use to find nearby forests and parks — a map that also features important information about the park and what to bring. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/9a8684f9cda7ccd36780fc04a99529fbf69b107e2ee831c3f3a71fc446387aaa/06-map-detal.jpeg" data-mid="154777999" border="0" src="https://freight.cargo.site/w/1000/i/9a8684f9cda7ccd36780fc04a99529fbf69b107e2ee831c3f3a71fc446387aaa/06-map-detal.jpeg" /> <img width="375" height="667" width_o="375" height_o="667" data-src="https://freight.cargo.site/t/original/i/7c4700114a055db2d7cc49fb25c03cd55a6ec6b17dbcfac8db2ae67b07941e40/07-mapmobile.jpeg" data-mid="154778243" border="0" src="https://freight.cargo.site/w/375/i/7c4700114a055db2d7cc49fb25c03cd55a6ec6b17dbcfac8db2ae67b07941e40/07-mapmobile.jpeg" /> <img width="375" height="667" width_o="375" height_o="667" data-src="https://freight.cargo.site/t/original/i/9394a92f880b983d655b1e2d46fc9a19c822bef9b74ad31f46879a18f3fd2ff4/08-mapmobile.jpeg" data-mid="154778001" border="0" src="https://freight.cargo.site/w/375/i/9394a92f880b983d655b1e2d46fc9a19c822bef9b74ad31f46879a18f3fd2ff4/08-mapmobile.jpeg" /> <img width="375" height="667" width_o="375" height_o="667" data-src="https://freight.cargo.site/t/original/i/59819cab3436256c687fa0f14a8ab7ae10c0f60ba8cc5c20ca07311898c365f0/09-mapmobile.jpeg" data-mid="154778002" border="0" src="https://freight.cargo.site/w/375/i/59819cab3436256c687fa0f14a8ab7ae10c0f60ba8cc5c20ca07311898c365f0/09-mapmobile.jpeg" /> VOICE &amp; MESSAGING We knew we needed to take outdoor activities that seem complicated, and break them down into something parents could do without equipment or preparation. We saw this as an opportunity to emphasize the joy of discovering — or rediscovering — the tools we all have on hand: curiosity, playfulness, and awareness. We knew our accessible approach needed to come across not only in the information we provided, but also in the way we provided it. We were careful to strike a balance between sounding joyful and encouraging, and remaining clear, calm, and mature. <img width="1440" height="2689" width_o="1440" height_o="2689" data-src="https://freight.cargo.site/t/original/i/14be96626fd9e699aa24f62af88a1ae842c21b0b255aac131527e91208113c25/04-activity.jpeg" data-mid="154777998" border="0" src="https://freight.cargo.site/w/1000/i/14be96626fd9e699aa24f62af88a1ae842c21b0b255aac131527e91208113c25/04-activity.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1e2a934eaa71f344ea885f8baa21f235b74d9e575297a1b0068c7d59cc766d62/adc-dtf-scavenger.jpeg" data-mid="154778004" border="0" src="https://freight.cargo.site/w/1000/i/1e2a934eaa71f344ea885f8baa21f235b74d9e575297a1b0068c7d59cc766d62/adc-dtf-scavenger.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/53c0a5e751fa82154f5d86b07a8d339a0469dd3703bcf7c740466655bf8776e0/adc-dtf-spyglass.jpeg" data-mid="154778005" border="0" src="https://freight.cargo.site/w/1000/i/53c0a5e751fa82154f5d86b07a8d339a0469dd3703bcf7c740466655bf8776e0/adc-dtf-spyglass.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3dc8361c232681f457a3af8f1b15fb9c1502920bda9c07e40ff2cf691ce444a2/adc-dtf-oasis.jpeg" data-mid="154778003" border="0" src="https://freight.cargo.site/w/1000/i/3dc8361c232681f457a3af8f1b15fb9c1502920bda9c07e40ff2cf691ce444a2/adc-dtf-oasis.jpeg" /> Our Discover the Forest campaign strategy helped us&nbsp;bring together local map destinations, kid-specific activities, and parent resources into an interconnected and engaging exploratory experience. TEAMMATES Art Direction: Owen ShifflettUX Design &amp; Research: Emmi Laasko Brand Strategy &amp; Copywriting: Natalie Reich&nbsp;Copywriting: Elyse Kamibayashi Another project, perhaps? https://allyfouts.com/Prison-Books-Collective Tue, 04 Oct 2022 02:15:40 +0000 allyfouts.com https://allyfouts.com/Prison-Books-Collective Creative DirectorPrison Books Collective Prison Books Collective is a North Carolina based nonprofit that promotes the right to read for incarcerated people. The Collective sought our help to define their identity, develop a new brand and communication strategy, and equip them with tools to boost their profile both locally and online, in service of their mission. View the work ︎ <img width="2000" height="1333" width_o="2000" height_o="1333" data-src="https://freight.cargo.site/t/original/i/ba385e4792f38dd1c9f0f3a1eec30afdefd3c0f5822cb33cc3cdd13c62d03366/PBC_Hero_2021-06-22-224130_yapq.png" data-mid="154774998" border="0" src="https://freight.cargo.site/w/1000/i/ba385e4792f38dd1c9f0f3a1eec30afdefd3c0f5822cb33cc3cdd13c62d03366/PBC_Hero_2021-06-22-224130_yapq.png" /> You are outside. The United States incarcerates more people than any nation in the world. But beyond the protests and policy debates, there are millions of people living their lives inside prison walls, every single day. One of the many indignities incarcerated people experience is lack of access to information. Prison Books Collective was founded in 2006 with a focus on giving incarcerated people a semblance of normalcy by providing them with one of the most impactful resources we can offer: something to read. Whether for education, entertainment, or skills-building for life after release, having access to information is critical to fighting isolation and providing opportunities for connection to the outside world. <img width="3600" height="1886" width_o="3600" height_o="1886" data-src="https://freight.cargo.site/t/original/i/ff82c14ad935f27ffa273116ff8594e9bef0335c157b1dd1ce69159108c52a21/pbc_split-screen-1.jpeg" data-mid="154774839" border="0" src="https://freight.cargo.site/w/1000/i/ff82c14ad935f27ffa273116ff8594e9bef0335c157b1dd1ce69159108c52a21/pbc_split-screen-1.jpeg" /> <img width="3083" height="1032" width_o="3083" height_o="1032" data-src="https://freight.cargo.site/t/original/i/6aa5ed72aeb2e1538cd0eae7dc2a58ef085bb439e8a07640046d3045a6a39442/PBC_brand_2021-06-21-222500_uqjz.jpeg" data-mid="154774836" border="0" src="https://freight.cargo.site/w/1000/i/6aa5ed72aeb2e1538cd0eae7dc2a58ef085bb439e8a07640046d3045a6a39442/PBC_brand_2021-06-21-222500_uqjz.jpeg" /><img width="2652" height="1486" width_o="2652" height_o="1486" data-src="https://freight.cargo.site/t/original/i/01764de387671ced5dccec52d75df574adbba3e2ba74e69677c7eff5177a7c56/Screen-Shot-2022-10-03-at-8.00.45-PM.png" data-mid="154775002" border="0" src="https://freight.cargo.site/w/1000/i/01764de387671ced5dccec52d75df574adbba3e2ba74e69677c7eff5177a7c56/Screen-Shot-2022-10-03-at-8.00.45-PM.png" /> THE CHALLENGE Mass incarceration persists in no small part because it’s largely invisible to people who haven’t interacted with the carceral system. We knew that creating awareness would require piercing the public consciousness in an unexpected way.&nbsp; Even if you’re indoors right now, you’re experiencing life in the “outside” world, in contrast to those “inside” — our incarcerated neighbors. As we move through everyday life “outside,” there are so many liberties we take for granted, or at least don’t consciously consider. Actions as simple as leafing through a magazine while waiting in line, or looking up a bit of trivia on our phones in a moment of curiosity, represent an incredible freedom that is routinely denied to those in prison: access to information. <img width="2000" height="423" width_o="2000" height_o="423" data-src="https://freight.cargo.site/t/original/i/d3997e9d039c7ad416abb59f429c241b32b07db8885c2a24a11d267dc4cfd24b/PBC_Statement_1.png" data-mid="154775450" border="0" src="https://freight.cargo.site/w/1000/i/d3997e9d039c7ad416abb59f429c241b32b07db8885c2a24a11d267dc4cfd24b/PBC_Statement_1.png" /><img width="1206" height="556" width_o="1206" height_o="556" data-src="https://freight.cargo.site/t/original/i/1ffe82bc1c9b798013553563033623771985279de959f076b7fe3c2ba1b7d6a6/PBC_POsters_2021-06-22-194455_qxsx.png" data-mid="154775617" border="0" src="https://freight.cargo.site/w/1000/i/1ffe82bc1c9b798013553563033623771985279de959f076b7fe3c2ba1b7d6a6/PBC_POsters_2021-06-22-194455_qxsx.png" /><img width="3600" height="1852" width_o="3600" height_o="1852" data-src="https://freight.cargo.site/t/original/i/729a2e5038b998a74161c2db3df1eaacd881fe3b96fd564abb5ee65fd11506bc/pbc_brandbook_Black.png" data-mid="154774997" border="0" src="https://freight.cargo.site/w/1000/i/729a2e5038b998a74161c2db3df1eaacd881fe3b96fd564abb5ee65fd11506bc/pbc_brandbook_Black.png" /> STRATEGY Our strategy puts a spotlight on these moments of easy-to-ignore freedoms, exposing our wildly different realities, and inviting a moment of potentially uncomfortable reflection on how our lived experience compares to the experience of those we don’t see. <img width="3591" height="1320" width_o="3591" height_o="1320" data-src="https://freight.cargo.site/t/original/i/1485e5e58864fff9ba9bf10a2a8a2464e6035b932335aabb53498f9576cea897/PBC_2_2.png" data-mid="154774834" border="0" src="https://freight.cargo.site/w/1000/i/1485e5e58864fff9ba9bf10a2a8a2464e6035b932335aabb53498f9576cea897/PBC_2_2.png" /><img width="3600" height="3600" width_o="3600" height_o="3600" data-src="https://freight.cargo.site/t/original/i/d3efd6ac21636cb36f64115e9eec1b8166329b1c733cd82c63b79a0fac919d16/Mosaic_2021-06-21-224958_lcdc.png" data-mid="154774993" border="0" src="https://freight.cargo.site/w/1000/i/d3efd6ac21636cb36f64115e9eec1b8166329b1c733cd82c63b79a0fac919d16/Mosaic_2021-06-21-224958_lcdc.png" /><img width="3113" height="1118" width_o="3113" height_o="1118" data-src="https://freight.cargo.site/t/original/i/60e56cbef4d100257995483690220b4d57b9387442a3883fa6d5201fa2426a1c/PBC_IG.png" data-mid="154774838" border="0" src="https://freight.cargo.site/w/1000/i/60e56cbef4d100257995483690220b4d57b9387442a3883fa6d5201fa2426a1c/PBC_IG.png" />CRITICAL DESIGN In alignment with the Collective’s ethos of transformative justice, this strategy leans on the idea of discursive design, a form of design advocacy that transforms utilitarian design into thought-provoking objects through bold messaging. Using a discursive strategy, swag is transformed into educational and conversational catalysts that prompt self-reflection about mass incarceration. <img width="3784" height="2208" width_o="3784" height_o="2208" data-src="https://freight.cargo.site/t/original/i/19a72f379e745acd497eaa373ca801ef65b60b920ad23024835898219b65637c/PBC_Banned-Books_2021-06-22-222058_ljhw.png" data-mid="154774835" border="0" src="https://freight.cargo.site/w/1000/i/19a72f379e745acd497eaa373ca801ef65b60b920ad23024835898219b65637c/PBC_Banned-Books_2021-06-22-222058_ljhw.png" /> <img width="3533" height="1156" width_o="3533" height_o="1156" data-src="https://freight.cargo.site/t/original/i/ec9463230c30412834c4ea9c12156f37f0f6496b4048da3f009c66dc790c3b92/pbc_swag-2.jpeg" data-mid="154774840" border="0" src="https://freight.cargo.site/w/1000/i/ec9463230c30412834c4ea9c12156f37f0f6496b4048da3f009c66dc790c3b92/pbc_swag-2.jpeg" /> We worked with Prison Books Collective to create a bold brand strategy that draws awareness to the incredible freedoms we take for granted in the world outside prison walls and suggests ways we can help our incarcerated neighbors on the inside. TEAMMATES Visual Design: Katie Frohbose Brand Strategy &amp; Copywriting: Natalie Reich&nbsp; Another project, perhaps? https://allyfouts.com/Becker-Designed-Inc Sun, 24 Jun 2018 03:09:19 +0000 allyfouts.com https://allyfouts.com/Becker-Designed-Inc Creative Lead | Brand Strategist | CopywriterBecker Designed, Inc.&nbsp;We helped furniture design company Becker Designed, Inc. develop a brand strategy that would allow them to tell their story in a clear, consistent, and compelling way. We then rebuilt, reorganized, and redesigned the BDI site to create an authentic representation of their mission to make beautiful design practical. View the work︎ <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/ab38dbc6d3ab9617135531077da991a3bacb37c945a64fe8d7c1c2a8084c2471/BDI-Case-Study-Elements.jpg" data-mid="19019991" border="0" src="https://freight.cargo.site/w/1000/i/ab38dbc6d3ab9617135531077da991a3bacb37c945a64fe8d7c1c2a8084c2471/BDI-Case-Study-Elements.jpg" /> Smart is beautiful. Becker Designed, Inc. designs modern home and office furniture. They’re known for high-end pieces that pair an elegant aesthetic with uncompromising performance and practicality.&nbsp; Unfortunately, their aging, hard-coded site was rapidly falling behind their own meticulous design and functionality standards. We needed to take BDI’s “sweat the details” company ethos and translate it into a compelling brand story on a more modern CMS. On the back-end, we had to turn reams of offline product information into a functional data model, reimagine the entire site architecture, and introduce new ecommerce capabilities using Craft Commerce. <img width="1400" height="895" width_o="1400" height_o="895" data-src="https://freight.cargo.site/t/original/i/930baeb747acc765012bd6089395ff00032a3022b87bc399dac9b0f8787c341e/BDI-Family.jpg" data-mid="19019994" border="0" src="https://freight.cargo.site/w/1000/i/930baeb747acc765012bd6089395ff00032a3022b87bc399dac9b0f8787c341e/BDI-Family.jpg" /> <img width="1400" height="778" width_o="1400" height_o="778" data-src="https://freight.cargo.site/t/original/i/4adcddfaf43f7b95554a66c3d7401c1f238f1f7a605b584b673881f55bade561/BDI-Starting-With-Strategy.jpg" data-mid="19019996" border="0" src="https://freight.cargo.site/w/1000/i/4adcddfaf43f7b95554a66c3d7401c1f238f1f7a605b584b673881f55bade561/BDI-Starting-With-Strategy.jpg" /> <img width="1400" height="700" width_o="1400" height_o="700" data-src="https://freight.cargo.site/t/original/i/09e7e250934f6f60fb74e76f9b4b2fe5cc7dd68bca381b1c1641f4c985ccc398/BDI-Case-Study-Example-UX-2000x1000.png" data-mid="19019993" border="0" src="https://freight.cargo.site/w/1000/i/09e7e250934f6f60fb74e76f9b4b2fe5cc7dd68bca381b1c1641f4c985ccc398/BDI-Case-Study-Example-UX-2000x1000.png" /> <img width="1400" height="2257" width_o="1400" height_o="2257" data-src="https://freight.cargo.site/t/original/i/660502f6ebe8fe302ddf3969e539cb6d9e098c0f37aa4e953eacaa5d9c78a47b/BDI-Prioritizing-Products.jpg" data-mid="19019995" border="0" src="https://freight.cargo.site/w/1000/i/660502f6ebe8fe302ddf3969e539cb6d9e098c0f37aa4e953eacaa5d9c78a47b/BDI-Prioritizing-Products.jpg" /> <img width="500" height="758" width_o="500" height_o="758" data-src="https://freight.cargo.site/t/original/i/7f6dc79557cb5d2a671ea2adc2713c719832c70fe7285aa9a3f145810372a426/BDI-Case-Study-Example-2-660x1000.png" data-mid="19019992" border="0" src="https://freight.cargo.site/w/500/i/7f6dc79557cb5d2a671ea2adc2713c719832c70fe7285aa9a3f145810372a426/BDI-Case-Study-Example-2-660x1000.png" /> We took BDI’s brittle, outdated site and translated it into a compelling brand story on a modern, flexible CMS. With a reimagined site architecture, a completely new build that introduced ecommerce, the new site truly represents BDI’s mission to make beautiful design practical. TEAMMATES Art Direction: Elliott Muñoz UX Design: Kevin Vigneault Front-End Development: Trevor Davis Another project, perhaps? https://allyfouts.com/White-House-Historical-Association Sat, 23 Jun 2018 23:35:46 +0000 allyfouts.com https://allyfouts.com/White-House-Historical-Association Creative Lead | Brand Strategist | CopywriterThe White House Historical AssociationStarting with a digital strategy phase, we helped this private, nonprofit historical organization overhaul their brand and redesign their flagship site.View the work ︎ <img width="966" height="966" width_o="966" height_o="966" data-src="https://freight.cargo.site/t/original/i/9e1a7704e7e01c3748bff9d91a12f9471fb2d3c11a6e9b1b9b8cf373b6a401ff/viget-whha-hero-crop-2.jpg" data-mid="19012088" border="0" data-scale="84" src="https://freight.cargo.site/w/966/i/9e1a7704e7e01c3748bff9d91a12f9471fb2d3c11a6e9b1b9b8cf373b6a401ff/viget-whha-hero-crop-2.jpg" /> Supporting the future of history. Founded in 1961 by First Lady Jacqueline Kennedy, the White House Historical Association strives to protect, preserve, and provide public access to the rich history of America’s Executive Mansion. The organization is well-known for its annual White House Christmas Ornament, but struggled with both brand recognition and online execution of one of their primary objectives: the creation and promotion of historical content. The Association needed a better way to tell its historical and organizational stories in the digital age.&nbsp;To help the Association further their mission, we developed a new messaging strategy, brand strategy, and content strategy for the organization as a whole. <img width="1400" height="818" width_o="1400" height_o="818" data-src="https://freight.cargo.site/t/original/i/af0bb8909059f64a23610585d9792036d8514d26db4b3396f12026d91487c6e0/work-whha-01.jpg" data-mid="19013314" border="0" src="https://freight.cargo.site/w/1000/i/af0bb8909059f64a23610585d9792036d8514d26db4b3396f12026d91487c6e0/work-whha-01.jpg" /> STRATEGY We realized that, as the primary entity responsible for White House history, care, and hospitality, the Association had the opportunity to establish itself as the quintessential host of one of the most famous homes in the world. Our “gracious host” concept formed the basis of our strategy work, which we then used to guide the full redesign of the site. <img width="818" height="634" width_o="818" height_o="634" data-src="https://freight.cargo.site/t/original/i/05eef63eb299d46f10f09d07f40ff7f8322d5addb2c7ca86e2fd2ae7f93c65c9/UX---Collections.png" data-mid="19014084" border="0" src="https://freight.cargo.site/w/818/i/05eef63eb299d46f10f09d07f40ff7f8322d5addb2c7ca86e2fd2ae7f93c65c9/UX---Collections.png" /> <img width="825" height="639" width_o="825" height_o="639" data-src="https://freight.cargo.site/t/original/i/4d19bcf84e58bf781ef2078783d815716531250f6a830250582e03903bbf927c/UX---Content-Types.png" data-mid="19013472" border="0" src="https://freight.cargo.site/w/825/i/4d19bcf84e58bf781ef2078783d815716531250f6a830250582e03903bbf927c/UX---Content-Types.png" /> <img width="822" height="635" width_o="822" height_o="635" data-src="https://freight.cargo.site/t/original/i/3a60143811e79e7926b247a3c8de654fc353a491a1a6463c2c2f97fdce9ac4bd/UX---Explore-Nav.png" data-mid="19014118" border="0" src="https://freight.cargo.site/w/822/i/3a60143811e79e7926b247a3c8de654fc353a491a1a6463c2c2f97fdce9ac4bd/UX---Explore-Nav.png" /> CONTENT STRATEGY Thanks to our strategy phase, we knew we needed to create a system that functioned more like a dynamic publishing platform, and less like a static association site, to give users multiple access points to WHHA’s vast content collection. We ended up building a custom Craft plugin to import almost 2,000 pieces of content that were on the original hard-coded HTML site — this included text, photography, video, and mp3s. “The team demonstrated a marrow-deep appreciation for our mission as a nonprofit. Again and again, we were impressed with their attention to detail, the depth of their thinking, and their determination to help us problem solve our true needs. The digital strategy they created for the White House Historical Association was a game-changing document for how we thought, planned, and talked about ourselves online and beyond.”Lara Kline, Former VP of Marketing &amp; Communications, WHHA <img width="1400" height="762" width_o="1400" height_o="762" data-src="https://freight.cargo.site/t/original/i/5f86ff857524c3bc4093daf93a62c48472ddb71698f6c917a25667e8d5259344/work-whha-02.jpg" data-mid="19014431" border="0" src="https://freight.cargo.site/w/1000/i/5f86ff857524c3bc4093daf93a62c48472ddb71698f6c917a25667e8d5259344/work-whha-02.jpg" /> THE BUILDFor the build portion of the engagment, we decided to use a Craft CMS — a great choice for custom websites. Craft’s modular content matrix gave us an incredible amount of flexibility when it came to building custom pages on the fly, and it helped us design a search-based navigation system using keyword and content tags rather than a traditional hierarchical menu navigation. Users can now search the site in three different ways: via a general search bar, using a collection of pre-selected filters, or through pieces of content that are surfaced based on the tagging system we created. <img width="1400" height="769" width_o="1400" height_o="769" data-src="https://freight.cargo.site/t/original/i/98c8b6b6293dc8a8afbe8833fe2c634b1510b7fa896fe6b3eac0ec178d3b5621/work-whha-03.jpg" data-mid="19014516" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/98c8b6b6293dc8a8afbe8833fe2c634b1510b7fa896fe6b3eac0ec178d3b5621/work-whha-03.jpg" /> RESPONSIVE DESIGNOur focus on fast, responsive design helped us realize a 96% increase in mobile visit duration post-redesign, and increased the number of visitors arriving from social by 350%, year-over-year. The Association’s new site now leads users through the a wealth of content in a thoughtful, organized way. Visitors can now easily access an unparalleled collection of White House historical resources, which has led to a dramatic increase in site visit duration. <img width="700" height="428" width_o="700" height_o="428" data-src="https://freight.cargo.site/t/original/i/d07e1af50d6829e90ed4845594a943ae42b3cb52c62c2467db3556310ccb9627/Navigation.png" data-mid="19014886" border="0" src="https://freight.cargo.site/w/700/i/d07e1af50d6829e90ed4845594a943ae42b3cb52c62c2467db3556310ccb9627/Navigation.png" /> <img width="1400" height="2201" width_o="1400" height_o="2201" data-src="https://freight.cargo.site/t/original/i/db94b96de5858cdadb1bd84c9061c55507654967f7eb1eeefce586f6e3c6b717/work-whha-05.jpg" data-mid="19014571" border="0" data-scale="91" src="https://freight.cargo.site/w/1000/i/db94b96de5858cdadb1bd84c9061c55507654967f7eb1eeefce586f6e3c6b717/work-whha-05.jpg" /> <img width="1398" height="2817" width_o="1398" height_o="2817" data-src="https://freight.cargo.site/t/original/i/18676a8dfd792b2e1ab103a90ee0602f5f94e198717c94092000b08a070fc504/whha_article-type1-4-copy-3.jpg" data-mid="19014577" border="0" src="https://freight.cargo.site/w/1000/i/18676a8dfd792b2e1ab103a90ee0602f5f94e198717c94092000b08a070fc504/whha_article-type1-4-copy-3.jpg" /> Our in-depth brand and content strategy work helped the Association re-shape their digital communication strategy. We used this overarching strategy to guide the creation of a new site that leads users through the Association’s wealth of content in a thoughtful and organized way. TEAMMATES Art Direction: Owen Shifflett Front-End Development: Megan Zlock Another project, perhaps?