In 2014, Dallas-based integrated brand communications agency 70kft set out to revitalize its website and better represent the company’s new brand and expanded service capabilities. In 2009, niche design agency Stratosphere Creative went through an agency expansion and rebrand to become known as 70kft, a full-service integrated brand communications firm. Since the company’s rebrand, its website had not received the proper attention to accurately encapsulate the new integration story of its three pillar disciplines: design, public relations and digital marketing.
Harnessing their in-house resources, agency leadership devised a competition that split the firm into integrated teams to vie for the website redesign project. Each team consisted of an account manager, two designers and a PR team member. The winning team was selected after a proposal process by a panel of the agency’s owners and directors. They were then tasked to not only redesign the website, but also establish the brand integration story, while maintaining the authenticity of the 70kft personality and culture. As a result of the new design, the number of user sessions increased by 53 percent, while individual page views increased by 42 percent. The conversion rate also jumped from 1.42 percent to 23.85 percent.
- All Points Public Relations
- APCO Worldwide