The Social Route

TSR Cover photo

TSR not only needed a face-lift but a fresh look at its promise and purpose.

Objective

Complete Branding Overhaul
Fully Responsive Site
Internal Tool Creation
Messaging and Promise Creation

Challenges

Challenge

Total Lack of Branding
Non-informative Messaging
Short Timeline
Many Competitors 

My Role

Branding
Web Design
UX
Motion Design


tsr process 2x

Current Ecosystem

What I Saw:

A Lack of Direction: TSR had no guiding light, no one statement that made clear exactly what they did, and what made them different. They needed a #1 specialty.

Inconsistency: From the website to internal documentation like reports and proposals there was a chaotic lack of consistency in messaging and visuals.

Confusion: Is this a marketing agency? Is this a PR firm? Is this a Social Media Consultancy? We needed to hone in on what made us special and ride that specialty as far as we could.

An Opportunity: I saw a chance to reimagine what TSR’s brand message, promise, voice, and identity could hold. There was so much room for improvement; I was absolutely excited.

The Starting Point

"So, what exactly would you say you do here?"

When I was first researching TSR I was almost turned away by the lack of design prowess visible from their outward facing collateral. (i.e. the website) I thought, “wow for a company whose service is, for all intents and purposes, creative, I see very little creativity.” I turned this sense of reluctance into that of opportunity; I began to see how I could impact actual identifiable change and improve the business in turn. That idea was enticing.

Once I joined, I quickly realized that the problem stretched far beyond the website; it was like a disease. It was in the proposals, it was in the messaging, it spanned from business cards to the sales template. Bellow, you can see an example of the pricing section of the proposal, if you look closely you can see me cringe.

TSR didn’t just need a fresh visual identity, it needed a new positioning strategy. I sought to change the way our clients past and future, our internal team, and anyone looking at any TSR collateral saw us as a business, and more importantly, interpreted our value.

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Site Build

The First Impression

I, like I’m assuming 99% of us would, hold the design, functionality, messaging, and service of a companies website in high regard. I usually think “well the site looks good, they must know what they’re doing.”

So, the detriment of the previous website on TSR’s prospective client acquisition rate cannot be understated. I designed TSR’s website to function as a one-stop shop for everything you would need to know about the business. Stuffed cleverly with case studies, portfolio pieces, contact forms, and process breakdowns, the website gives users something pretty to look at while they consume TSR’s message.

Within the first 20 Days of the new sites implementation, Website Hits saw an increase of 26%, the Number of Visits increased by 12%, and Page Views had an increase of 81% with no additional marketing assistance.

*Data based on website average from previous 6 months

TSR web site map
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All well and good,

but TSR still needed clients.

Sales Tools

Apart from all the fun gradient-filled facelifts that I was able to give TSR, the most important piece of collateral that I developed was a series of interactive sales and support “apps” to aid client communication. I discovered a major problem, and it usually came in the form of a question like this: “Why should I be giving you my money if my teenage son can post on my Facebook for me?”

A solid concern no doubt; I had to find a solution that would position TSR as the authority in the situation, to present us as the ones supplying value in a way that no one else currently could. Our value came from the iterative and evolutionary process that we employed to create and deploy our advertisements. Essentially it’s just maths: 4 Images x 2 Copy Variations x 4 Audience Parameters x 4 Locations x 4 Placement Options = 512 Advertisement Iterations.

Now, simply stating that is one thing, presenting that information in a way that is applicable to a client is another. That is why I designed these presentations as “apps.” I wanted something more interactive, something a bit more personal, something that would make the client say “OK, yes, I understand, and I want it.” No longer would clients have to speculate where their money was going. I laid this out in such a fashion in order to give life to the process, to allow the clients to see their campaign being built.

Additional Collateral

Brand Standards

Having the opportunity to come into a business and throw all existing collateral out the window was awesome. There were massive improvements to be made, both in visual and messaging; when I received the call to make those improvements happen; I was filled with creative ecstasy. In order to remain 100% consistent, guide my design team, and work for both our clients and TSR, I created the “TSR Brand Standards.”

Its innards are filled with content on proper logo usage, typographic settings for various mediums, information on when and why’s in regard to the gradient, icon sets, messaging documentation, and other elements that make up any solid and concise brand standards guide.

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Proposals

My first impression with the proposals came with a whiteboarding exercise during one of my interviews; the classic “What would you change here?” line of questioning. I had some thoughts.

I saw an opportunity to convince the client that this is an opportunity for a partnership between them and TSR and that through this partnership, both sides would prosper. I added a personalized message at the beginning of the proposal to identify it as customized and personal, I created a visualization of the process that TSR would employ, I broke down the specific points of that process into bite-size pieces that were easier to digest, and I made it abundantly clear where the money was going to, and how that, in turn, would increase value across the board.

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Reports

The purpose of the report is to convince the client that the process has worked, we have discovered the optimal iterations and placements, and that combination has produced valuable results.

To do so, I created spreads of the creative containing data on KPI’s that were previously identified as valuable to the client (reach, impressions, cost-per-click, video views, website conversions, etc.) to show how we came to the creative conclusions we did. I also created graphs explaining the details of how audiences performed compared to each other, which placements yielded the best results, and what age groups were responding to the advertisements most.

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Pitch Deck

Like in any start-up, finding funding is the holy grail. TSR needed to convey its value ad, its place in the market, the opportunity that they were jumping on, and how they would fulfill the requirements for success. Working directly with TSR’s financial advisory team, I developed the deck to be used both as a printable document and an interactive presentation.

I aimed to design something that would present TSR as a structured, capable entity. (TSR’s 5-year track record assisted with this) I also wanted to prove that the company has a strong backbone built on creativity, service, and an understanding of current digital trends.

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