In 2021, I joined the marketing and design team at RW Digital as an in-house designer. For over four years, I've led agency graphics and design operations, enhanced marketing efforts through impactful and educational content, expanded the agency's brand reputation through client work, and contributed to the growth of a unique Canadian agency within a highly-competitive digital marketing industry.
rw digital
+ graphic design ; web dev
+ the challenge
RW Digital's analytics showed decent engagement via its website and a positive reputation through previous client work, but the agency's online presence and brand identity needed strengthening.
+ GOALS
An action plan was developed to increase brand engagement and attract clientele by refreshing existing communications channels. The core goals outlined in the plan include:
🥇 be an industry leader
Establish RW Digital as a leader in the digital marketing industry through positive brand reputation.
📑 digital marketing content
Deliver accessible and high-quality content that educates viewers on digital marketing tips, trends and news.
📈 grow clientbase
Encourage businesses to choose RW Digital as their go-to for digital marketing needs over other Canadian agencies.
In order to achieve this, we needed to address the agency's online presence by:
- Re-defining branding guidelines to ensure consistency across all marketing materials and media.
- Outlining a new marketing strategy that relies on engagement and growing credibility through good design.
- Updating the agency's website to better reflect services offered, utilizing UX techniques and responsive styling backed by SEO.
+ SOCIAL MEDIA POSTS
An important step in enhancing RW Digital's online presence was exploring ways to utilize its social media channels and increase engagement. We applied the new branding guidelines to all posts and established visual templates based on the content itself to ensure consistency. Posts featuring testimonials are styled according to the client; holiday and celebratory posts are more creative in design; sponsorships and community events maintain visual connections to the original media/content posted.
For digital marketing posts, content was written using terminology relevant to the field of digital marketing but also simplified for audiences who may not have any prior expertise or knowledge. This was an intentional decision that reflects the agency's goal of empowering businesses — by providing accessible and educational content, everyone from local businesses to larger enterprises can benefit.
Connect with RW Digital on Instagram for more.
+ AGENCY WEBSITE
Given the agency's main channels of communication are through its website and social media, we devised a goal to make better use of the website to extends its reach. We expanded the website to include service pages for the regions the agency serviced, simplified content to make it easier to understand for viewers, and performed usability checks for responsiveness and accessibility adherence. Additionally, we used language and copy that is easy to understand, encouraging and simplified — all while maintaining a level of professionalism and expertise that marks RW Digital as a leader in the Canadian digital marketing industry.
+ VISUAL INTERFACE
The styling of the RW Digital website explores a fresh and unique approach to traditional marketing agency design, utilizing turquoise as an accent colour for section backgrounds, buttons and illustrations. Featuring Poppins as the selected typeface for the website, the structure relies on simple layouts for text and images with the intention of keeping the visual load light for users. We selected this style to reflect the agency's adaptable nature to the shifting trends in digital marketing, while also emphasizing information regarding the agency's services.
Visit the rw digital website for more.