Website design needs to be on-brand
Case Study: BrightLine Solutions Atlanta
Marketing Eye Atlanta was recently engaged by BrightLine Solutions in Atlanta to re-develop their rather new website incorporating more services, social media and a different look and feel.
The company is based in both Atlanta and New York and was founded by serial entrepreneur Christy Brown. Specialising in Information Technology, Embedded Software Engineering, Accounting and Finance, Christy has paved a niche in her market and delivered a service that is both professional and unsurpassed by any of her competitors.
The problem is that as a entrepreneurs who works incredibly long hours, she has spent little time telling those who don’t already do business with BrightLine Solutions about how fantastic and bespoke of a company they really are.
BrightLine Solutions were looking for greater brand awareness out in the broader market and a new drive to attract new business from medium to large corporates who were not currently their clients.
In addition, they were looking to attract candidates to their website and utilise their website as a medium for candidates to find information on jobs and how best to apply for them.
The website that they had did not clearly communicate the BrightLine Solutions brand. In fact, it did little to communicate anything at all. After hiring a company to build their website, it became evident that the new website was not in fact ‘telling the whole story’.
In short, Christy Brown and her team wanted more.
Their brand identity (Logo) was somewhat dated and normally Marketing Eye would suggest that they develop a new logo and brand that was more in tune to where they were positioned in the market.
But in this case, the logo identity at this point was not to be changed. So, working with the current logo and creating a brand around the company’s positioning in the market, its culture, its unique selling proposition and the ‘brand personality’ was paramount.
Sourcing new imagery that communicated the brands personality was required. New website architecture that allowed for an expanded service offering and an integration of social media was also required.
Marketing Eye Atlanta wanted a ‘fresh’ and ‘impactual’ online presence for BrightLine Solutions. After all, this company was unique. Although the industry sectors in which the company specialised were traditionally conservative, the company offered a great understanding of its clients’ requirements and an in-depth understanding of what the right candidates should look like. Being able to communicate with both parties on this website was key to successfully launching a new online presence.
Marketing Eye Atlanta decided to play down the primary brand colour of purple given that still a majority of candidates and clients were male and this colours psychological boundaries may limit their ability to accept this brand in its full enormity.
Being more flexible in service offerings and creating call to actions and real customer and candidate engagement was a priority for Brightline Solutions.
Social media became a focal point of the website and was given a ‘hero’ sub positioning on every available page. It is important that social media is a marketing tool of connecting with clients and candidates on a more frequent basis giving them access to new jobs, new developments and opportunities in real time.
Christy Brown and her team were excited when they saw their new website design. It had captured their company perfectly and further enhanced their brand online.
With the team of designers and web developers at Marketing Eye, working towards a more engaged online model for BrightLine Solutions, this was definitely the right platform to make it happen.