brand
INDUSTRIAL COLOR STUDIOS
my role
+ creative strategy lead
+ art direction
+ brand tone & identity
+ photoshoot production
+ UX/UI design
+ copywriting
project overview
Industrial Color Studios is a NY-based production company that provides a full range of creative services for brands, advertising, and agency partners globally. The company's services include eCommerce photography, studio facilities, photo and video capture, retouching, post-production, and creative workflow solutions.
To elevate its authority in the creative production market and drive more reach among buyers and retail brands, Industrial Color sought out to refresh and optimize its website in 2018. As the company's in-house director of brand marketing, I led a team of marketers, developers, and creatives to bring a strategy to life: the Art of eComm. The objective was to amplify the company's end-to-end production services with elevated visuals, new brand messaging, and a more seamless user experience.
discovery
I began with a deep dive into the company's existing data with a brand audit, followed by focus groups amongst target audiences and market research surveys. The goal was to identify clear challenges and opportunities, both from a sales and branding perspective. From there, we produced a unique value proposition for the brand refresh and developed a visual and messaging strategy for the site.
design + production
We knew that this website would be an impactful touchpoint for consumers, which meant we needed to create a visually-stunning, yet simple-to-navigate experience for users. The site would need to communicate Industrial Color's wide range of production services while showcasing an attractive portfolio that reinforced the brand's level of service and scalable solutions. With a site strategy in place and a unique creative vision that would differentiate from competitors, we moved into content production. The goal was to produce high-quality assets that could be scaled across all channels or campaigns for marketing and branding purposes. On set, we captured the essence of e-commerce photo and video across multiple retail verticals: Fashion/apparel, beauty, technology, home goods, toys & sporting goods.
deliverables + results
- messaging & brand identity
- brand style guide
- experience strategy (creative, UX, sitemap, content)
- SEO strategy
- dev site delivery (prototype build)
- photo & video shoot production
- 1,200+ visual assets
- 25 videos
- 42 digital display ads
- 16 brand collateral packages
- 567% lift in site traffic YoY, Q1 2019
- 103% lift in lead generation from organic traffic YoY, Q1 2019
- 74.1% increase in landing page conversion rate YoY, Q1 2019
- 85.7% increase in CTR for retargeting display campaign, Q1 2018 vs Q1 2019
