UPshow

Brand refresh + website redesign for digital signage startup
‍2020 / Art Director + Designer

Production site

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UPshow is a digital signage network that closes the gap between what businesses are trying to achieve and what customers want. UPshow is also a relatively young startup company who approached us to execute a brand refresh, website redesign, and a number of other various activations. Our approach consisted of 4 phases: Discovery + audit, brand strategy, brand expressing, and activation.

On this project I acted as the Designer during the branding phase, and Art Director during the web design portion.

results

40%

increase in enterprise leads

35%

increase in monthly search traffic

83%

increase in monthly search traffic

Branding

As UPshow pivoted to an enterprise focus and expanded its business model — including back-of-house applications and virtual waiting rooms — the company needed clear documentation of its go-to-market strategy, product architecture and key audiences. In combination with UPshows young, tech-focused startup mentality, they wanted to be recognized as disruptors in the digital signage space. The final expression of the brand came to life in the form of new visual and verbal identities which built credibility in the enterprise market, and clearly articulated UPshow's value propositions to their audiences. The visual and verbal identities were documented in a 38 page brand manual.

In the first six months after the re-brand, UPshow experienced a 35% increase in overall leads.

Web strategy + UX

UPshow's marketing success to date had been driven by outbound sales and trade shows, but a scalable (and quarantine-friendly) approach to marketing required a robust inbound lead-generation engine built around a high-converting website with strong SEO. Through stakeholder surveys, persona interviews, and user testing, we developed a comprehensive navigational sitemap which would not only perform well technically, but also provide users with an intuitive experience. Taking the persona discovery information into account, we developed wireframes which educated users on who UPshow is, provided natural self-segmentation for users, and served natural conversion opportunities.

With the power to self-educate and segment according to their needs, qualified (enterprise) leads went up by 40%.

Design

The web design phase was where we were able to bring the newly developed brand to life. We provided UPshow with a simple, yet effective way to showcase their platform through a new device mockup style, hundreds of images in a completely new and ownable photography style. The finished website was a great realization of the updated brand visuals, and provided UPshow with an effective "front door" to their business.

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