Renaming and rebranding were necessary to create a greater connection within Texas and broaden the appeal of the company if they ever decide move outside the state. A responsive website redesign was also critical to cater to their ever-increasing mobile audience.
An in-depth discovery informed personas, user flows, navigation recommendations and wireframes. While a branding workshop and stakeholder interviews laid the foundation for our rebrand strategy.
After choosing to move forward with the family name, The Nitsche Group, I developed all positioning and messaging including a positioning statement, voice and tone guidelines, a creative platform and message map. A logo redesign and style guide finalized the identity work.
Pulling inspiration from the photography that lines the halls of their headquarters, The Nitsche Group’s website is a mix of history and modern features. Their story comes to life through a scrolling timeline while their welcoming personality shines through in the copy throughout the site.
We have continued to enhance the site since launch. A/B testing improved contact form submissions by 156% and a local SEO initiative increased organic search traffic by 15.1%.
As lead on the project, I was part of every decision. I conducted stakeholder interviews, led a branding workshop, played copywriter on the positioning work and provided strategy and oversight throughout the engagement.