Branding, CRM product development, and responsive web design project for an automotive marketing agency
CRMdriven – a new startup based in Toronto – hired us to provide branding and web design for this new startup, we were also responsible for managing product development of a custom CRM build for dealerships.
Discovery isn’t just prudent in terms of project research. It brings with it key analysis, knowledge and communication that helps to solidify goals and direction. It also provides early warning signs to potential roadblocks, enabling us to prepare for the uncertainty that is abundant in any new project.
Armed with industry awareness to jumpstart research, we quickly identified a needs assessment. This was backed with extensive competitive research in a highly competitive marketplace. From this we were able to determine where our focus needed to be.
Strategy & Planning
We identified a handful of must-have features up front.
Although the project was underway, there was a second separate deliverable we had to be mindful of: the bi-directional linking to a legacy database. This is covered in more detail below.
Slated to do a full rebranding, the client opted to defer the exercise. However, there were a few tweaks that needed to be addressed. Firstly there were a handful of imperfections in the inherited logo. Inconsistent line weight and white space, misaligned fonts. For years, no one else noticed these, but we spotted them right away.
We proposed a colour palette that reflected a more modern feel to it and was accepted. Then, we neatly bundled everything into a brand style guide for future applications.
Responsive Web Design
Whether through story or geography, most are familiar with the relation between the name Everest and Earth’s highest mountain peak above sea level. Climbing is inextricably linked to the name, and pairs well with the concept of performance and career ascention. An introductory background video was compiled using four concept videos to tell a story. The first was a shot of Everest from a distance. Next came a climber in a suit getting a helping hand. The third was a meeting of professionals and the fourth was an office walkthrough. From start to finish, this encapsulates the journey for candidates and employers alike. At the same time, we were also able to show the diversity that is representative of Toronto and Canada, in general. This is also where we forked paths for the two types of site visitors.
Another area of attention was the selection of imagery on the site. We identified dozens of images for consideration, reviewed them with the client, and ultimately landed on those that truly embodied the industry pages they represented.
Having completed automotive CRM’s previously, we were intimate with industry workflows and user experience pain points.
What emerged was a consistent 3-panel layout representing contact info, internal data, and the primary work staging area. Very straightforward for switching between modules (departments).
Tabbed information made it easier to quickly drill down on the kind of information staff would typically look for. Further, there is no page load time required for the various tabs in each of the modules (departments) given everything loads up front.
A separate deliverable on this project was integrations with a variety of SaaS platforms and legacy software.
Out-of-the-box CRM’s can be an overwhelming experience to new users and, in particular, non-technical people. By focusing on user experience throughout the process and harnessing data across multiple departments, we created an interface that overcame user hesitation and exceeded expectations.
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We are passionate pursuers of detail, immersing ourselves in every project as if it were our own. And we love helping our clients turn every touch point into measurable growth. Reach out today and let’s discuss how we can contribute to your business.