To help communicate – and get clarity on – Cambios’ mission and business value, the first priority was creating a messaging (pitch) deck.
While this would primarily be used for in-person meetings, it would also provide clarity internally and serve as the first step in creating website content for later in the project.
Cambios and I discussed their vision, value, audience, and industry in broad terms. Using notes from our meeting, I worked to create a brief but concrete business overview, focusing on answering management concerns such as “What’s the measurable business value?” and “How exactly does emotional intelligence help? (What’s your process?)”
To make sure the outlined messaging was an accurate representation, we checked in before building out the draft deck. Some additions were recommended, and the deck moved into design. This included researching supporting statistics, writing copy, outlining business processes, and developing supporting graphics.*
* The Cambios logo was added in after branding had been designed. The first version just used the written name.
Rough concepts were made to start exploring the visual language needed to move forward. The “double C” representing Cambios’ name as well as its two key processes – team development and strategic planning – was selected for continued development. With a nod to the infinity symbol in future-forward services, green was chosen for its connotation of growth and the blue for stability.
To create a consistent presence across all mediums, a full visual language was developed for the brand. This included a logo, color palette, typography, and iconography. These elements would be used across physical collateral and digital communications, and would be particularly helpful in developing the website.
Designed using the developed brand styling while also referencing the key points of the messaging deck in the 3 key services.
Social Media Templates
Also designed using the brand styling, these templates were developed in Canva, making it easy for Cambios’ principle to create his own for new events or blog posts easily.
With a focus on in-person meetings and customized pitches, a presentation template was developed based on Cambios’ brand styling. Unique slides distinguishing each of Cambios’ core services (Team / Strategic / Emotional) by their brand color were included.
With a vision for both the messaging and visual language, wireframes were sketched out so we could begin planning for supporting content – both written and visual.
The drafted pitch deck would be the baseline for most of the site, effectively helping all content to weave together and support each other. The pitch deck serves as a quick introduction, with the site also providing an introduction via the landing page, but also providing supporting context to dive deeper. The visual identity supports the both platforms by alluding to Cambios’ values of innovation and measurable impact.
To avoid future tech headaches, I recommended Cambios switch from it’s placeholder site on wordpress.com to Squarespace. This let the owner avoid having to worry about updates, template changes, or how to build a new page.
Working off the sketched wireframes, we built the site in Squarespace, creating new graphics as well as repurposing some from the messaging deck. The owner also provided some additional written content that we helped edit for web. A total of 8 pages were uniquely designed.
We transferred the domain over from Wordpress.com, set up Google Apps on the new domain, and went over the new site on Skype to check for any issues. I also walked the team through how to update their new Squarespace site (including adding blog posts), and made sure they knew they could reach out to me on any questions in the future.
Before going live, I also went over some resources to help make the admin side of digital business easier, such as scheduling meetings, email management, and filtering inquiries.