One of the key components to a successful brand development project is a company’s website. It represents the brand in the digital space and these days it seems like people spend more time online than in the real world. A website is often the first impression you make with a potential client. And as we all know, you need to make a great first impression. One that makes an impact, accurately reflecting your brand and compelling the visitor to investigate more or even better, make contact.
When clients come to us for brand development we often recommend they invest in a teaser website. A site representative of their new brand direction, one that communicates an accurate brand story + begins to create the overall brand experience we’re working towards.
After deciding on a brand direction, a teaser website can be developed rather quickly, while a full website usually takes months. It can be as simple as sending us a phrase or your mission to get the ball rolling and we’ll create the remainder of the story. With minimal collateral a company can begin communicating their brand story/message online. An outdated website representing a business will result in mixed messages in the initial re-branding phase. Or if they’re new to the marketplace, they may have no online presence at all. That’s like not existing in today’s world and may end up costing the company clients.
A business wanting to target a new audience can start speaking to their desired market with an on-brand teaser website. An off-brand site will continue to attract the clientele they are trying to avoid and possibly repel those they wish to communicate with. Communicating the wrong message online is like wearing jeans to a job interview. We all know that person is not getting the job, even in oh-so-casual Florida. The right image is vital to getting off on the right foot. Only then can you walk together towards building a relationship and creating that one-of-a-kind experience.
The teaser site sets the tone of the brand + drives the design for the full website. Imagery + copy will be repurposed to maintain consistent messaging. Investing in a teaser website is like putting a deposit and getting actual product instead of having to wait for the fully finished product. A client also has a visual representation of what their brand looks + sounds like. Learning to speak their new brand language and selecting imagery for content marketing + social media is a vital component in a successful brand/product launch.
Business relationships are like dating, and we all know that a bit of intrigue keeps your potential romantic partner interested. You notice they’re checking out your Facebook page, sending a random text here and there, wondering when you’re seeing each other again. The teaser site is that little bit of mystery that will eventually reveal the whole enchilada. In the interim people will check back every so often to see if more content has been added; if the full site, the full story is available. And that’s when you know they’re hooked. 😉
The teaser site gives us time to gather + create the assets for the full website while maintaining a consistent brand image. Once we have the assets, we develop the sitemap, wireframe, home page, inner page, and finally the complete website, which then goes to programming and internal testing. When the site passes our QC, we send the client a test link for final approval. The client visits the site, checking all the links and animations. Once they approve the site, it goes live, smoothly transitioning from teaser site to full website. And most importantly, maintains a consistent + impactful brand experience.
For more design, brand development + inspiration follow @heliumcreative on Instagram.
We recently shared about the process of creating the brand for Backpacks.com.
It is absolutely no secret that we fell in love with this project from the get-go. Now that the site is live and ready for your shopping pleasure [seriously, get out your credit card – so worth it], we are doing a little Part Deux and walking through the design process of the Backpacks.com website. We set out to create an online experience for a company with plans to dominate the backpack category space. Oh, and they are doing just that.
When shopping for a bag, the primary motivator is an actual functional need. Whether it’s a way to carry a laptop, school supplies or hiking gear – our approach to categorize the backpacks by lifestyle set the tone for a focused + seamless online shopping experience. Active, Outdoor, Fashion, Everyday, Business, and Student categories became opportunities to offer color identifiers to the brand experience. An easy way for the shopper to immediately identify what they’re looking for.
Colors were selected based on their category relation. Business, for example, is a rich blue to convey trust and professionalism. Active is red, vibrant, and heated. Outdoor is a deep forest green. The color tonality remains rich to compliment a sophisticated brand while communicating an exciting journey.
Our primary objective was to set the bar for online backpack retailers, ensuring backpacks.com owns the space. Custom lifestyle photography is woven throughout to support the brand story, look and feel. Product imagery is unobtrusively dispersed to promote sales without overwhelming the customer. We subtly showcase featured backpack brands through photography, hover options, and specific brand pages as well.
The Life Journey concept is the foundation of the Backpacks.com brand. A video produced by our partners, The Guild 5 Forty Five, opens the website communicating the story of the unique lifestyle of different life travelers – hikers, businessmen, parents, children, teenagers, skateboarders, surfers. In the end, they are a large market sect with one common thread – they each have the perfect backpack for their lifestyle.
We are thrilled to introduce you to the e-commerce website of Backpacks.com!
For more website design, brand development + inspiration follow @heliumcreative.com.
We are loving our latest website design + development project for Yacht Play, a luxury yacht charter brokerage firm specializing in individualized explorations and unforgettable adventures. Yacht Play is the complete yachting concierge, creating bespoke itineraries for a completely personalized escape. Wanting to carve a niche and wow the industry, Kirsty Pollon came to helium for Yacht Play’s full brand development + website design. We spoke previously about the strategy + execution of Yacht Play’s brand development. Now we’re giving you the skinny on their website design + development.
The challenge was to create a lifestyle brand that portrays luxury and preeminence in the charter industry; a brand that encompasses the essence of true adventure while communicating Yacht Play’s services to their audience on an online platform. We set out to design a website that easily communicates Yacht Play’s mission with a focus on building a brand that offers the ultimate, customized yacht charter escape.
For a successful online presence, the use of personalized brand details help establish a differentiating ‘uniqueness.’ The exclusive identity draws site visitors from page to page, an identity grounded in the brand strategy, logo, tagline, voice, brand imagery, and colors. Carefully selected photography clearly communicates Yacht Play’s focus on a customized yachting concierge experience. A classic and effortless elegance is conveyed by pairing imagery of breathtaking, serene nautical life with dominantly bright, vivid + bold photos of journey and freedom.
The imagery + narrative bring Yacht Play to life in the user-friendly website.
Cohesive elements result in a sophisticated and effortless charter brokerage brand + website that communicates Yacht Play’s industry knowledge + experience; a trusted brand where customized itineraries take the front seat. We’re happy to report the client LOVES the site – and so do we: http://yacht-play.com/
For more design, inspiration + brand development follow @heliumcreative on Instagram, Facebook + Twitter.
Recently, the helium team took a road trip down to Islamorada for the Parmelee Key broker launch event. If you haven’t been following along, Parmelee Key is a full brand development project we’ve been working on. A development of 10 private, exclusive estate lots on 40 acres on Islamorada in the Florida Keys that we can’t wait to see come to fruition. We blogged about the brand development process a few weeks back.
The broker event was held under a tent amidst palm trees at the water’s edge on a warm, balmy evening.
Guests mingled, enjoyed cocktails, and hor d’oeuvres while watching the Parmelee promotional video and perusing the oversized print brochure we designed.
A live guitarist playing island inspired tunes was the perfect soundtrack for an evening in paradise.
The Parmelee Key brand + marketing collateral we designed exudes the exclusive island lifestyle intended. We’re excited for you to see how the personalized, hand-drawn elements created a truly special piece the client loves!
And of course, the mastermind behind this fabulous piece. 😉
The website is a simple, single page website – but we didn’t skimp on the design. Subtle movement on the site creates an immersive digital experience as all marketing must be at the same elevated level to maintain brand consistency.
We are thrilled to announce the launch of our latest website design+ development project for Terranova! One of South Florida’s leading commercial real estate firms, Terranova owns, operates, and develops commercial properties in the most affluent districts in South Florida.
The challenge was to create a user-friendly website that could be updated frequently by the client without compromising the integrity of the original design. There was a lot of content to plan for so this was truly a right brain, left brain project that our designer, Kelly, and creative manager, Enid, collaborated on.
The Home Page showcases pictures of current feature properties and graphics from the latest blog posts which, given the nature of the business, need to change on a regular basis. The layout we designed ensures the front end user experience will always be the same even though the content may change. On the back end, Terranova can easily implement the updates. A fun little fly-out sidebar menu is what really makes us smile.
The Properties Page features a map view and a list view for exploring the company’s listings. A visitor can narrow their property search by location and listing type. Each listing can potentially have multiple sites available for lease so we organized all of the information into a nice, neat little chart. The site plan, flyers, and demographic information can all be downloaded from the listing page. The goal was to ensure the visitor had easy access to all of the property documents.
Terranova can also easily update the Trends Page, which is their blog, as well as the employment section of the Contact Page. We love the look and feel of the website; it creates an impactful impression, acts as an extension of the overall brand, and provides a straightforward, intuitive user experience.
Check out the site and let us know what you think by tagging @heliumcreative on Facebook, Twitter or Instagram! 😉