Portfolio
brand Russo Case Study: Website copy
Challenge:
Brand Russo is a branding agency that has expanded its footprint to include international clients. Like all successful agencies, they have had growing pains. Though their client list was growing, it became difficult to meet the demand.
So they reached out for help with one of their local clients, Pax Renewal Center, a counseling agency.
Pax Renewal Center offers clients a wide variety of counseling services for individuals, couples, and families. They provide a fantastic service.
However, most visitors to their website left after the first page. Those that went beyond the first page didn’t stay long.
After digging into the issue, it was determined the design of the website was old-fashioned, and the copy was too clinical and technical for their potential clients.
Solution:
The research provided by Brand Russo was thorough and precise. Most of Pax Renewal’s potential clients were in some degree of crisis and unaware of available resources.
The deep, technical explanations on the Pax Renewal website confused and overwhelmed visitors, causing them to leave the site.
Working with the Russo creative team, we created a clear message for visitors: You are in the right place.
Once readers were comfortable and engaged, I created copy designed to comfort readers in crisis while establishing the center’s range of services and expertise.
Portfolio Samples
Email: A-1 Motor Oil
Objective:
Create an email advertisement for the A-1 Motor Oil company to increase awareness of their product and drive sales.
The email had to drive traffic to the company’s website where customers could purchase the product.
Audience:
Research indicated the target audience were males, ages 35-50. They were car enthusiasts and owned primarily expensive high-performance vehicles.
Challenge:
The motor oil market is saturated. So, the ad had to be intriguing enough for the target consumer to click on it.
SOLUTION:
After reviewing the creative brief, it was decided to create a tone guide to capture the company’s voice. It had to sound knowledgeable, earnest, and confident.
Once that was established, the approach had to be created. Since the website was designed to get customers to the website, it was decided to keep the ad impactful but straightforward
It appealed to the target customer’s sense of pride in their vehicle and their desire to make their investment last. The ad also made them feel as though they cared enough to learn more about a premium product for their vehicle.
No technical specifications were put in the ad since consumers would learn more about it when they visited the website.
Spec Ad
Banner Ad: ABC Toys
Objective:
This project called for a rotating banner ad with three segments. The goal of the ads is to get the customer to click on the ad, which will take them the ABC Toys website.
Audience:
The ads are aimed at young parents aged 25 to 35 with children aged 6 months to 4 years. The prototype customer is concerned with the intellectual development of their child. They look for every opportunity to develop their minds, using toys and programs to provide this stimulation.
Challenge:
There were several different challenges. First, banner ads typically have a minimum of copy, so the design had to complement the copy well. Secondly, each banner had to have the ability to capture attention on its own, since it is unknown at what point the viewer will spot the ad in its rotation.
They also appear unsolicited, so consumers tend to ignore them.
Solution:
The project required a high degree of collaboration to ensure the design and copy flowed together well. It was determined that images of active, engaged children would be eye-catching enough to make parents stop and read the copy.
The copy had to have action verbs that engaged the audience and those verbs needed to be accentuated by the design.
Spec Ad
