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A marketing research company focused on ethnic markets gets a new identity and a site redesign that promotes its high-profile client base.
Challenge: About Marketing Solutions first engaged Tweak to analyze its existing site using the ExpertEye method, a review that highlights the company's biggest obstacles to online success. The principles of the company, which was just over a year old in 2001, wanted to demonstrate that they had the talent and decades of experience to compete with the biggest research agencies in the business.
Tweak's findings from our ExpertEye report showed that the current design was too generic and didn't communicate AMS's approach or its expertise. The site development itself was problematic in that it employed multiple frames that made navigation confusing and prevented indexing by some search engines. In addition, the site content, while it was very well-written, wasn't organized according to defacto conventions and the section labels were
confusing.
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Original AMS Homepage
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New AMS Homepage
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Solution: Tweak began the site redesign with a new identity system for AMS. The new logo had the color and energy that the previous design lacked, giving us a firm foundation upon which to develop the creative design. We worked with AMS to develop strong case studies that showcased research projects for big-name brands such as Kraft, Bancomer and Target. The site architecture and interface were specifically designed so the site could evolve and change as the company grew.
User Experience: The AMS site is easy to navigate, calling on the defacto architectural and labeling conventions of sites for mid-size agencies. Users are guided to important information that will help them make a positive judgment of AMS from the very first impression of the site and from virtually every page thereafter. The fresh design communicates to users that AMS is expert, professional and reliable in their marketing services.
Result: The launch of the AMS site marked a new phase in the company's marketing efforts with a goal of increasing its billings by fifty percent. With an identity and content that represented its capabilities, potential new business contacts are directed to the site to support the company's networking and sales efforts. More than ever, AMS can reach the potential clients they seek and reach their goal of positioning their company in the same class as agencies fifty times their size.
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