As an established company with humble beginnings, WIC Marketing was ready to expand. With the expansion, WIC needed a fresh branding identity and a strong web presence. Timothy Pua, the managing partner at WIC, contacted me with the assignment to help his company reach new heights.
I designed the WIC Marketing visual identity from the ground up, capturing the humble beginnings of the history with a fresh corporate logo and brand style guidelines. I then built a high-performing website that helps educate leads and convert clients.
Since the website launch, WIC Marketing's SEO has risen up significantly ranking at the top of Google for various key search terms. Conversions for form requests has risen up over 200% since the launch in July 2019.
It took me 4 months to complete the project:
1) Project Requirements
2) Branding and positioning strategy
2) UX Research & Content Strategy
3) Copywriting
4) Wireframes (Low & Hi)
5) Development
I designed the brand based off two factors:
1) The information I've learned about the company in a kickoff meeting.
2) Competitive research (there were no major competitors in the market WIC operated in so I looked at companies with similar operations).
I positioned WIC to lean on the conservative side. WIC's customer base largely consists of older big box brands & older systems. However, the products WIC market are more playful and modern.
I really wanted to convey the story behind WIC's roots and story. The message/voice of the website had to "sing" for all users who are to access the site. At the same time, the website had to build trust, reliability, and honesty (the principles of WIC) for the users. There was the basic general web requirements that needed to be met as well. The site after all, had to be bilingual and display the various products WIC markets.
I designed various task flows and use case scenarios for the site before designing my wireframes.
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WIC's president and partners were happy with the overall digital product and brand. I've built trust working with them over the duration of the project and underwent extensive communication to get things right. We now have a continuing business relationship and I currently assist with various website and branding updates.
Overall, my client was happy with the finished brand/website. The most challenging part of the project was in the development phase. As a product designer, we don't code too much (we have other priorities). Solving HTML / CSS problems was harder than I thought (even with Webflow, a website builder). I had to learn proper class structure naming and correctly use absolute positioning to get things right.
A template based interviewing web application for creating, conducting, and managing hiring interviews.
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