Case Study - AR Digital Copy

A group of local digital marketers approached me with their plan to start a new marketing firm to serve the local market. The problem was they were jumping into a space that is not particularly popular or understood by local businesses. Most of the digital agencies in the area are very expensive and don't have much of a community following. This presents a challenge because most businesses in the area are family owned and operated. Their marketing budgets are almost nonexistent.

Together, we knew we had to develop a brand that was not only friendly and approachable, but had a message of fair and straightforward pricing for their services. The goal was to actually help the community businesses reach more people rather than simply increase billable hours.

Clearly market who they are, what they do and what their mission is.
Project a message of "easy access". Top-notch web design and marketing is no longer reserved for large businesses with massive ad/marketing budgets.
Show their easy-going attitude with the use of illustrations as opposed to stock office images.
Make it easy for potential clients to get in touch.
Showcase their previous projects/clients.

Having grown up and spending about 25 years of my life in this area, I knew and understood the situation the client found themselves in. Trying to explain digital marketing and web design to an old-school mom and pop shop is a very daunting task.

My approach was to create a deliberately simple branding guide. I didn't want to come off as being too corporate as I knew that would be a deal breaker. I wanted to create something that was fun, colorful and very clear on what the purpose of the company is. The AR is the initials of the founders and since this is going to be a digital company, it just made sense to go with AR Digital rather than a buzz-wordy name.
The overall design is meant to be extremely easy for the end-user to comprehend.

Project: Marketing Agency Website

About the Project

Objectives

My Approach