Challenges
Creating new things and rebranding is all about solving problems.
What problems are there now? What can be solved with marketing, branding and digital presence? Through discovery and research, meetings with teams and other forms of collaboration Uptown was able to establish what problems we needed to solve:
There needed to be a way to combine all sects, websites and areas of the organization into one identity so that it was recognizable and clean.
Strategy & Marketing
After understanding the organization, Uptown got to work on putting together the first step: a marketing plan that outlined demographics, missions, goals and new ideas. An understanding of who the organization is and who they are trying to reach is imperative in creating something that is functional and successful. Once that is outlined clearly, a phased approach for the project can begin (the more fun part) and all the pieces can be put into place.
Logos & Design Collateral Implementation
Uptown created a total of seven newly designed logos for SETA, a parent logo (the main one) and several child logos for each subset of the organization. Additionally, an entire new Business System was created; design items to be used for letterheads, business cards, annual reports and more. The logo, style guide and strategic brand guidelines were created through a back and forth editing process until ultimately the look was chosen.
UX, Web Design & Development Implementation
Consolidating Three Websites into One Multisite Network
After the visual identity was established, it was time to tackle the websites. SETA had three websites, all with unique looks, content and navigation. Additionally, SETA had siloed back end areas that housed thousands of internal documents that needed to be audited, migrated and combined. With UX (user experience) best practices in mind, Uptown created a proposed sitemap and architecture which would offer a better, easier experience for both the internal staff (via password protected login areas) and end users on the websites. Before even going into design, there was time spent creating a navigation and user flow that would really work.
Special features included on all three SETA websites: an interactive map for locations, several resource centers, over 25 advanced forms, a searchable password protected area that houses hundreds of documents.
Conclusion
SETA was a two year project that culminated in an entirely new brand that helped elevate their goals and streamline their internal processes. Still under regular monthly management, Uptown continues to support their efforts and cultivate the partnership. A true testament to long-term partnership and close collaboration, SETA remains one of Uptown’s proudest projects. View all three websites:
