As the definition of digital transformation expanded, and our client’s publication approached its 10-year anniversary, the digital design company knew it was time for a transformation. Merkle worked with the client to tackle three objectives which included:
- The redesign had to be aesthetically beautiful—as a design brand, creative presentation is paramount.
- It had to take advantage of the client’s vast digital experience technology.
- Finally, it needed to offer a personalized experience for the many different types of business decision makers who are now part of the client’s core audience.
The client has three thought leadership sites: published articles, its website, and its blog, which were disconnected in terms of design, content structures, and navigation. A redesign was needed to define cross-site elements across digital platforms to enable a connected and personalized experience that drives more engaged visits on the client’s primary website. The future-state strategy was to eliminate publication of articles on the client’s existing internet platform. The new digital publication needed to be aimed at a broader audience including CEOs, CIOs, and marketing business decision makers of all levels. And, legacy blogs on the client’s platform should eventually be migrated to the new blog platform.