How do you launch the merger of three leading marketing companies—Centiv, BrandMuscle and TradeOne—into one seamless entity called the new Brandmuscle and do it in a compressed time frame of only 100 days?
Luckily, from a site architecture standpoint, the existing BrandMuscle website worked as a template. We looked for commonalities between the sites that allowed us to “flow” information easily into the new site without redoing the site architecture.
Finally, to meet our launch date and still allow for beta testing prior to launch, we decided to introduce the site in phases. The first phase would involve a “re-skin” of the existing BrandMuscle site, incorporating all our new branding elements. By simplifying the content in the new umbrella site, we were able to focus on our compelling “Own Local” higher-order branding story instead of being stuck “in the weeds” with every belabored support point.
Utilizing our new branding elements—contemporary typography, a vibrant color palette and real-world photography—the site was friendly, inviting to read and instantly drove home the message that “everything you need to own local is here.”