CompXL – Vibe, Tribe, & Why™
challenge CompXL suffered from ambiguity in messaging towards its audience. The main call-to-action on its website asked readers to schedule a 30-minute product demo, but without presenting a clear understanding of the brand’s product offering or who it was designed for, the brand’s effectiveness was hampered. solution By identifying CompXL’s ideal customers and their overlapping […]
Middleby Website Refresh & Vibe, Tribe, & Why™
challenge Having experienced exponential growth in recent years, Middley’s website did not portray the vibe of its leader position in commercial foodservice equipment, residential kitchen equipment, and commercial food processing equipment. solution Through a multi-tiered process, I led the design team through an iterative approach to elevating Middleby’s brand voice and vibe. I used my […]
Lincat Website Refresh & Vibe, Tribe, & Why™
challenge As a “house of brands,” the UK-based commercial kitchen equipment brand, having been acquired by Middleby, needed to give its customers a more fluid user experience to find the equipment they needed. solution By spending a great deal of time and strategy on a sophisticated yet intuitive navigation and website architecture, I led the […]
Corepoint Scientific Website Refresh & Vibe, Tribe, & Why™
challenge Having rebranded, Corepoint Scientific needed a new website experience that reflected its latest chapter. solution I led the team through my Vibe, Tribe, & Why™ brand development process to capture and clarify the brand in the meaty areas the rebrand left out. We then used the Brand Experience Guide to craft a web experience […]
Standex Website Refresh & Vibe, Tribe, & Why™
challenge The Standex corporate website no longer reflected the brand’s authentic vibe, so a new website was needed. solution A completely new Standex website was created from scratch, simplifying the user experience while clarifying the brand voice for its ideal audience. I led us through my Vibe, Tribe, & Why™ process to capture and define […]
Icetro America Website Refresh & Vibe, Tribe, & Why™
challenge Having been acquired by Middleby, Icetro America needed to provide its existing and forthcoming expanded customer base with a fluid brand experience through its website, which would allow customers to access products without friction. solution Using the Vibe, Tribe, & Why™ process, we clarified the brand’s ideal customers and brand vibe, then used this […]
Conexus Vibe, Tribe, & Why™
challenge Conexus started developing its marketing strategy when it realized its brand was unclear about its presence, people, or purpose. A marketing strategy could only be created once the brand was captured and clarified. solution Using the Vibe, Tribe, & Why™ process, I worked with Conexus’s key stakeholders to capture and clarify the brand. vibe […]
Woodcrest Christian School System – Vibe, Tribe, & Why™
challenge Woodcrest Christian School System started developing its website overhaul strategy when it realized its brand was unclear about its presence, people, or purpose. A new website strategy could only be created once the brand was captured and clarified. solution Using the Vibe, Tribe, & Why™ process, I worked with Woodcrest Christian’s key stakeholders to […]
WiserSites – Brand Identity – Vibe, Tribe, & Why™
challenge Wisersites had a website and brand identity that no longer aligned with the actual work it produced. solution Using the Vibe, Tribe, & Why™ process, I led a team of designers and developers to craft a brand identity and website for an agency that leads with the code side of websites yet offers impactful […]
Golden Squirrel – Vibe, Tribe, & Why™
challenge Software developers and the brands that hire them need help discovering legitimate, open roles and talent that are a good fit. The one friction point was that Golden Squirrel was required to capture and clarify its brand so that every touch point was of value to its customers. solution Using the Vibe, Tribe, & […]
Doyon Baking Equipment Website Refresh & Vibe, Tribe, & Why™
challenge Doyon’s website offered customers a brand experience well over 10 years old. Finding the right baking equipment was not intuitive. Overall, the website was not an asset for the brand, as it did not sell equipment to the degree it could/should. solution A new, engaging website that follows established best practices to help Doyon […]