1st Watch Global

1st Watch Global brought with them a great knowledge of their sector and their clients.

They had an existing brand and a simple website – which was good as a resource for us, but that wasn’t really showcasing them properly. They obviously had a need to refresh their physical assets, but beyond this, they also required a clearer picture of who their client base was and what messages they would most likely respond to. We conducted thorough research by investigating their current website analytics to gain a quantitive understanding of what information users were interested in and where they were being lost. We followed this up by conducting interviews, client exercises and workshops to gain a better understanding of what the marketing persona types might be, and then ideated on the opportunities to best engage people.

Based on these insights we were able to work with the client collaboratively to break their business down into some core areas: what their mission was and how they stood to achieve it; what their vision of the future might be; and what values they were going to align themselves to moving forward. Once we had a robust picture of them as a business, as well as  their tone of voice, we were able to refresh their existing logo and brand pack. This extended to a full suite of brand identity documents and printed conference material.

Using our previously mentioned insights, we were able to build on these for the user experience of the website. We did this by creating in-depth user personas, proposing user journey maps and drafting a content architecture plan to best speak to their users. The next step in the process was creating wireframes and prototypes to test and iterate our ideas against. With a thoroughly thought-out structure and robust user experience methodology, we could then focus on the visual and user interaction for the website.