More than a coat of paint.

Often, a website refresh is pretty straightforward. Bring in fresh design, sharpen up copy, and rethink the UX pieces. Reinvention is not a typical part of the assignment.

In this case, however, rethinking the campaign message was a huge part of the lift. AgencyIQ, a POLITICO service aimed at regulation professionals in life sciences and chemicals, had a bare-bones web presence—it was apparent there was a larger story to tell. The existing property wasn’t making it obvious that it provides so much more than just government regulation-related news or analysis. It gives businesses access to experts they’d normally have to hire for very large salaries (for a quarter of the assumed cost). Now that’s a message that sells.

The story, ASAP.

To work, the website needed a structural boost: a host of visual cues and quick copy hits. That meant covering all the sectors (and sub-sectors) in an autoplaying video background. Bringing sample articles above the fold. And most importantly, highlighting the people who shape the service in the same way a resume’s presented for a hire—a view of value that AgencyIQ really brings, an extension of a team at a fraction of the cost.

Alltogethernow.

Working with a partner agency to bring it to life, we focused on the content, strategy, and design while helping with a few of the interactive elements to tell a cohesive story. In the end, our reward was seeing a dramatic change—a clear, valuable message for AgencyIQ.