lookthinkmake
UX Strategy
Responsive Web Design
Art Direction
Development
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
2021
Featuring a creative agency's ideas alongside their work
The Assignment
LTM (lookthinkmake) is an Austin-based, full-service advertising and public relations agency. Their website had already been outdated for years by 2020. Most glaringly, it used old brand styles that clashed with the company's recent rebrand. It was time to create something new that embodied the new brand and all of the big ideas behind it.
As LTM's digital designer at the time, I first led the team through a series of discovery meetings to solidify the brand's loose ends. A new website was the company's chance to fully define itself, and my coworkers were gracious in giving their time to engage in this process. We had fun "finding ourselves," and the result was a digital space that truly felt like a home.
The Result
The old website made LTM seem like a standard design shop. Our first priority was to better convey their offering of full integration across channels (strategy, creative, PR, digital marketing and media). Because LTM comes to deeply understand and integrate with their clients, they can be seen as an “out-of-house, in-house agency." We built out case studies to better demonstrate quality of work, depth of process and client types. This level of details helps others assess alignment and, in turn, attracts more qualified leads.
Another crucial move for the new site was to shift more focus to the blog. I redesigned this space to be clean, legible and ready for categorical filtering once it hit enough growth. The blog would provide an outlet for the team’s knowledge and philosophies. As one staffer mentioned: "We think too much to not be sharing more with the world." Adding staff bios to each blog post was another personal touch to highlight the minds behind the work.
LTM could be placed in a "real estate marketing" niche based on client history, but this website allows them to make their higher values known. As stated on the About page, "There’s a common thread to everything we advertise, publicize, position, design, and develop: Community." The new website is a fresh, engaging interface for LTM to document and share community-minded work and ideas with the world.
The Process
Personas & User Journeys
We created three personas to guide us through customer needs in the new website design. They represent client positions that LTM interacts with regularly: real estate developers, company partners and marketing directors. We considered their general goals and priorities as well as the key tasks and possible pain points that our website could present to them.
Brand Therapy
LTM hadn't fully defined their brand for digital spaces yet, so I led the team through a series of exercises to get there. Using InVision Freehand to "whiteboard" together in virtual meetings, the team collaboratively voted on the most "on brand" images and words that we had compiled together. Each round of this helped us understand ourselves better until we had a shortlist of keywords and a tight visual moodboard to better guide all of our work.
Digital Brand Guide
The team exercises mentioned above produced a strong set of brand words and visual moodboard. Each team member was able to look to these as a guide while writing case studies, producing graphics for case studies, copywriting and even illustrating for the blog. Doing deeper brand work together before embarking on individual work for the website helped us feel aligned and made a cohesive end result possible.
Doing deeper brand work together before embarking on individual work for the website helped us feel aligned and made a cohesive end result possible.
Graphics & Illustration
Stephanie Darby
Gwen Donovan
Copywriting
Lauren Nail
Sean Thompson
Project Management
Zoe Parker
Digital Marketing
Greg Alfaro
