Riff Agency

Challenge

As a young business, Riff Agency was gaining traction in its positioning and needed an approach to marketing that could clarify how its unique blend of service offerings delivered differentiated value.

Overhauling the brand identity would require developing comprehensive design applications and systems across every touchpoint.

Outcomes

Through research, workshops, prototyping, and concept development, we developed an approachable understanding of the depth of services Riff offers. We utilized strategy, design, content, and development sprints over a year to redefine Riff Agency’s marketing presence across all brand touchpoints. This foundational overhaul resulted in brand equity that shepherded new talent, business development, and community engagement.

My Roles

  • Brand strategy

  • Brand refresh

  • Brand guidelines

  • UX & content strategy

  • Art direction

  • Component-based web design

  • Collateral template designs

Brand Strategy & Guidelines

We workshopped the brand’s target audience, vision, mission, purpose, and voice as the foundation for the brand identity. The existing logo did not need to change, but we updated the color palette, typography, and visual themes to connect the face of the brand to its personality. All of these building blocks were documented in a comprehensive brand guide to build brand equity.

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UX & Content Strategy

Consumer reporting revealed that Riff’s marketing website was confusing to navigate and that service offerings were unclear. We recategorized services into two pathways, “strategy services” and “creative services” to simplify the navigation structure and reduce the search time, and consolidated all case studies to one “work” page view. 

To increase consumer engagement we added a blog, newsletter and career page.

Art Direction

Consumer validation was bolstered with an updated agency reel, studio headshots, client testimonials, and a client logo wall.

Component-based web design and development

We consolidated service pages from 12 to 2, reducing clicks and increasing the speed of comprehension by 82%. New content strategy was applied to all case studies to move from a list of services approach to a challenge-solution narrative that connects creative value to business impact. 

Consumer Engagement

Consumer engagement increased with the addition of a blog and e-newsletter to share quarterly insights and expertise, and a career page to recruit freelance talent.

Marketing Strategy

Internal team workflows were streamlined with the introduction of comprehensive template designs that allowed for unified sales and marketing outreach initiatives.

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Agency & Role

Riff Agency, Director of Design Strategy

About Riff Agency

Riff Agency cultivates the art of the possible for businesses through strategy, creative, technology and culture services that define teams, build brands, and create growth marketing. 

Team Collaboration

Alan Hwang
Business Strategy

Jake Hendrix
Brand Strategy

Royal Knox
Headshot Photography

Nate Shipps
Videography & Animation

Kenzie Joner
Project Manager & Copywriter

Ashlan Taylor
Collateral Design

Evan Bancroft
Lead Developer

Eric Lemiere
Developer

Joseph Karnafal
Junior Developer

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