Money Rebrand
The transition from publication to digital content was never addressed formally until June of 2021. The need for a fresh new look was long overdue but we wanted be careful to not ignore where we came from. Paying homage to our roots became the strategy after we discovered through user testing that our publication history was instrumental in users' perception of us as a trusted source.
Optimizing performance is ongoing and analyzed through metrics such as returning visitors as well as a combination of time on page + click through on the homepage.
Task
Create a brand that will become recognizeable and mainstream.
Idea
With an easy url to remember, the strategy was to enhance recall by producing alternative variations of the word mark that could be applied on ads. Success indicators include tracking engagement after campaign launches, and tracking unique visitors for certain IP addresses for large display ads.
Task
Produce a style that's highly engaging and produces measurable results.
Idea
Using styled hover states and engaging interactions we encouraged our users to engage with the content to help achieve results.
