Case Studies, Mini Sized

A few of my favorite projects from 2017

I had the privilege of working on a ton of projects this past year, and these were my favorite for either for the process, the outcome, or both.

1. Loyall Insurance—

Brand Creation & Web Design

Loyall helps dental specialists choose the right disability insurance for their practice. Jennifer, Austin, and the team approached us looking for a logo refresh, brand guide, and creation of their web presence.

What we had to overcome:

• The sea of boring jargon that is the field of insurance
• Low industry standard for communication and transparency
• Terribly out of date logo and visual assets
• Difficult onboarding to understand the world of insurance, and to communicate from that perspective

Why it worked:

• Fresh perspective because we were new to insurance
• Ample time for discovery and insight-revealing questions
• Shoulder-to-shoulder with our designer Russ throughout the process
• Loyall was open to new ideas and direction; trusting of the creative process
• Honest, incremental feedback that helped Jennifer confidently “own” the brand

Core brand language, starting with the mission.

New logo and color palette.

Extension of core brand to communication.

Key Insight:

Embrace the idea that you cannot be an expert in every field, but it is your job to be great at your craft. As a writer particularly for brand copy, your craft is asking the right questions. Use thoughtful questions to get to the core of the idea — to the point that a kindergartener could understand. If it’s complicated, it’s not working.

See how Loyall’s brand language plays out on the website.

2. Preemptive Love—

New Audience Onboarding

Preemptive Love goes where others won’t to provide supplies and care on the front lines of disaster. Their team sought us at a crucial point in history — right in the midst of the crisis in Syria. Our goal was to attract new donors and gain a substantial amount of donations, which would directly aid the cities of Mosul and Allepo.

What we had to overcome:

• A quick turnaround, and condensed audience life cycle due to emergency crisis
• Pattern of little success in moving audiences to first time donation
• Adjustment to working with a full team of writers & editors on the client side
• Strict preexisting editorial standards

Why it worked:

• Heavy internal collaboration from data strategists and writers
• One primary stakeholder from PLC that acted as the sole decision-maker
• Reliance on central brand tone which was expressed through a variety of communication assets
• Tight rounds of feedback with quick response times, and high level of engagement from PLC’s editorial team

Wowza, you got that right! These were real comments on the copy.

Email copy after rounds and rounds (and rounds) of revision.

Key Insight:

When the editorial process is grueling, don’t be afraid, put off, or discouraged— embrace it. Lean into heavier edits and multiple rounds of edits, knowing the person giving the feedback is much more invested in their own project than you are. The sales funnel or even company health, may rely completely on the work you’re doing.

See the full case study (with a heavier emphasis on data than copywriting) over at Mailchimp.

Call-to-action for one of the six emails.

3. Land of a Thousand Hills—

Brand & Web Overhaul

Land of A Thousand Hills believes coffee is an opportunity to do good, help people, and champion dignity. The team approached us knowing their website could use an overhaul, along with core elements and the most audience-facing piece of the brand — the coffee bags.

What we had to overcome:

• Catering to a wide array of audiences from casual shop-goers to longtime wholesale partners
• Loss of core brand in outdated brand guide, and over years of content development
• Massive amount of content, website pathways, and a mission that had eroded from coffee to social justice
• Shift in team members mid-process, and launches of multiple deliverables simultaneously

Why it worked:

• Focus on simplicity of message and pathways through entirety of the project
• Multiple in-person workshops to evolve the brand over a series of months
• Refocused the online store to the central product offering, coffee
• Incorporated new brand elements with the the coffee bags, viewing them through the lens of one entity
• Meticulous dedication to iteration, re-evaluation, and iteration again

Key Insight:

Continue to advocate for focus even when it’s not a popular opinion. If it feels like you’re being singularly-minded, stubborn, or forcing a hierarchy of information, you’re probably doing it right. The best brands, UX, and products come out of a dedication to simple goodness.

View the pathways, design, and content here.