>RW DIGITAL
empowering businesses with digital marketing
tags: graphic/content design, web design, digital marketing
roles: lead graphic & web designer
year: 2021 - present
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[ overview ]
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.
[ the challenge ]
๐ 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.
Prior to joining the agency, RW Digital already had a partially-established brand identity; after an audit with the agency principal, we discovered that the application of the guidelines was inconsistent and noted areas for improvement. Given the agency's main channels of communication are through its website and social media, we devised a goal to both improve the brand identity and make better use of social platforms to extends its reach.
Prior to joining the agency, RW Digital already had a partially-established brand identity; after an audit with the agency principal, we discovered that the application of the guidelines was inconsistent and noted areas for improvement. Given the agency's main channels of communication are through its website and social media, we devised a goal to both improve the brand identity and make better use of social platforms to extends its reach.
[ action plan ]
Alongside the agency Principal, an action plan was developed to increase brand engagement and attract clientele by refreshing existing communications channels. The core goals outlined in the plan are:
๐ฅ be an industry leader
Establish RW Digital as a leader in the digital marketing industry through positive brand reputation.
๐ digital marketing content
Deliver accessible and high-quality content that educates viewers on digital marketing tips, trends and news.
๐ 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 following aspects of the current RWย Digital brand and its operations:
๐จ Branding Guidelines
Create and apply an updated set of branding guidelines to all marketing materials and media that exist for the agency.
๐ป social media content
Outline a marketing strategy through social media, focusing on brand engagement and growing credibility through good design.
โจ updated styling
Update and refresh the agency's website according to the new branding guidelines, ensuring content is updated and accessible.
[ social media engagement ]
One of the key goals with the brand refresh was to enact a new strategy for the agency's social media networks, supplemented by the new branding guidelines. Instead of relying just on the content, we experimented with using the Instagram grid layout to create a visually-appealing look for viewers.
๐ digital marketing posts
Includes everything from GA4 guides to digital marketing news.
๐ค services testimonials
Highlights positive impact and results from agency services for clients.
๐ค sponsorships
Supporting local organizations through strategic partnerships.
๐ community events
Showcasing involvement in the community through volunteering and support.
๐ holidays
Exploring creative visuals to celebrate national and cultural holidays.
[ agency website design ]
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 โ all while maintaining a level of professionalism and expertise that marks RW Digital as a leader in the Canadian digital marketing industry.
Using Google Analytics 4, we monitored key metrics to determine whether the website re-design had any impact on visitors looking for digital marketing services. We noted the following:
+75%
Increase for scroll depth to 75% of pages on the website.
+55%
Increase for scroll depth to 100% of pages on the website.
+++
Increased visits to all website pages by prospective clients.
The styling of the agency website reflects the new branding guidelines, making use of Poppins as the primary typeface and a colour palette comprised of whites/blue/turquoise. Illustrations are hand-selected from the Cuate collection, depicting digital marketing and analytics scenes. We selected this visual style for its combination of playfulness and modernity, embracing the agency's adaptable nature to the shifting trends in digital marketing.
[ client projects ]
Through RWย Digital, I've been given the privilege of working with agency clients on website design and branding projects โ ranging from non-profit organizations to local businesses looking to expand their reach.
Featured Clients
Featured Clients
