Up to this point, there was no audience differentiation. My research on the industry shopping cycle resulting in the development of several personas who, if served, would help drive sales for the client.
To support the Digital Marketing Strategy I built brand guidelines based on a framework that I had created based on the strategic brand management work of Jean Noel-Kapferer.
The digital strategy led to the design of a campaign targeting a previously overlooked audience - the CIO. The solution included a banner for CIO.com linked to this landing page. My design for this page also included initial concept boards for videos.
The Digital Strategy also informed my work on a fully redesigned site architecture.
As I completed the site's UX I also began supporting FVM's Senior Art Director, Mark Parker, in developing a visual design out of the wireframes and Brand Strategy for the site.