Photo credit: Eben Kassaye via Unsplash
the gist
With over 20 years in business, TargetCare knows what they do, but they didn't have a clear way to communicate their value.
Audiences need to feel they are in the right place and are engaging with the right solution-provider as soon as possible – as in, within milliseconds.
Landing on even a somewhat unclear homepage (or any first touchpoint) can lose valuable leads before your business even gets a chance.
TargetCare had been feeling this pain, so we made clarity, desirability, and consistency the main focuses of this short-term project with major impact.
A look at their proposal with incredible depth, but little clarity.
Prior to our engagement, they had done a solid amount of discovery work both internally and with external partners.
Unfortunately, discovery is only as valuable as the insights gained from it, and they felt stuck.
They understood the problem, but weren't armed to solve it.
the process
We began with a fast-paced unpacking of what they already had clarified so that I could get caught up as quickly as possible.
Sifting through a range of materials, I developed insights that offered not just perspective, but actionable value.
We developed:
an authentic and strategic voice that would carry through all materials going forward
clear, persona-focused differentiation points
a high-level approach that we would take into the creative process
Succinct guidelines were developed to arm their nimble team, making consistency more than a subjective effort: it would be objectively aligned.
From there, the deliverables were for key brand phrases that could be used across all brand touchpoints and a conceptual homepage design concept to explore the art of the possible.
Why a conceptual design?
While the words we use definitely matter, supporting them with aligned visuals increases the likelihood of connecting as intended.
This exploratory step allowed us all to see the words come to life in a more meaningful way that immediately stood out from the competition.
Results
TargetCare is more clear on who they are (and how to communicate it) than ever before.
Armed with a package of sharp brand phrases with clear & actionable guidelines, they are empowered for a bright future that attracts the right audiences in without over-explaining.
The core of it we can all apply to our message: focus on the clients' needs rather than the services, thereby reinforcing an empathetic and intelligently emotional relationship at the every touchpoint.
client feedback
"quote"
Daniel LaFar
CEO
TargetCare
