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Why?

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About

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Refreshed Brand Experience

Refreshed Brand Experience

Refreshed Brand Experience

As part of a visual identity refresh, we're redesigning the Compare the Market website, for a fresher, cleaner feel and for better accessibility, SEO considerations and end-to-end brand experience.

As part of a visual identity refresh, we're redesigning the Compare the Market website, for a fresher, cleaner feel and for better accessibility, SEO considerations and end-to-end brand experience.

As part of a visual identity refresh, we're redesigning the Compare the Market website, for a fresher, cleaner feel and for better accessibility, SEO considerations and end-to-end brand experience.

The Brief

To update Compare the Markets brand experience, creating a consistent and coherent journey across all customer touchpoints, starting with the website.

The context

Insight has revealed a loss in market share on Car & Home to our competitors. Brand image has been highlighted as a driving factor to their recovery due to consistent value proposition messaging and a more seamless and more cohesive experience.

The Brief

To update Compare the Markets brand experience, creating a consistent and coherent journey across all customer touchpoints, starting with the website.

The context

Insight has revealed a loss in market share on Car & Home to our competitors. Brand image has been highlighted as a driving factor to their recovery due to consistent value proposition messaging and a more seamless and more cohesive experience.


Skills shown

  • Project & Brand Management

  • Content Ideation

  • Graphic Design

  • Video Editing & Animation

Skills shown

  • Project & Brand Management

  • Content Ideation

  • Graphic Design

  • Video Editing & Animation

Competitor Analysis - Who is doing it well in the PCW sector?

Money SuperMarket are our closest rivals with consistent savings messages and strong brand consistency.

Customer journey - the starting point

  • Looks dated and cluttered

  • Clunky white box needed to house hero copy to make sure it’s accessible and SEO compliant

  • Text is very corporate and not on brand with tone of voice

  • Page is long and un-appealing, customer behaviour heat maps show there isn’t engagement below the fold

No consistency across emails. The journey is a mix of old and new visuals, resulting in a lack of cohesion across the customer touch points.

Key Considerations

  • There cannot be a drop in page ranking from an SEO perspective

  • Our brand is a key differentiator and must be front and centre

  • Always follow the meerkat character narrative

  • Must pass accessibility standards

Key Considerations

  • There cannot be a drop in page ranking from an SEO perspective

  • Our brand is a key differentiator and must be front and centre

  • Always follow the meerkat character narrative

  • Must pass accessibility standards

The proposed solution…

Navigation - testing through various iterations, we opted for clean, simple white navigation

Introducing a new 'furry' custom font with brighter, more digital-focussed colours and a friendly, conversational tone of voice

Smaller <H1> tags with product name, so not to affect SEO rankings

Clear contrasted text for accessibility best practice

Meerkat 'furry' font for better brand recognition

Revised CTA colours using the reduced colour palette to shout Compare the Market

Initial designs following UX customer research

Designing above the fold - initial customer panel conversations highlighted the need for obvious product specific imagery, but once produced, it just didn't feel like CTM. The charm and fun was missing and the brand just wasn't shining through

Reimagined product specific hero imagery

Below the fold

Final designs - Car Landing page

Phase 2 - Parallax scrolling

Exclusive content would be possible with full page takeovers without taking away core click through rates and increasing engagement with a fully interactive experience

Redesigned consistent email templates

Take a look at some of my other case studies…

Please feel free to get in touch with any questions

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