Westminster College News Source
The Forum is Westminster College’s independent student-run news organization, which provides print, photojournalism, video and podcast news content to its students, alumni, faculty and the Sugar House community.
A few challenges presented themselves. First, the editor-in-chief thought the website looked more like a blog, and less like a news source. They had issues with no articles showing up when users went to their desktop and mobile sites. Second, many members of The Forum’s target demographic don’t engage with the news content because of low awareness. And although more than half of the organization’s users come to the website on their phones, those who do engage don’t have an optimal mobile experience.
The Forum already had a well-established brand, so we looked to maintain recognition across digital and print platforms and keep its sleek, modern appeal — but we freshened the brand up a bit with a widened color pallet.
We began with user research and a competitive analysis to learn where they could gain an advantage in a crowed marketing place.
We worked to ensure the website was highly usable across all platforms and conducted dozens of user tests across mobile, desktop and tablets to understand how the users want to consume news.
Batch Twenty-One is still alive and thriving with four new locations in Utah and hundreds of products sold in the first six months since the launch of their brand.
We researched their ideal target market and created user personas to refer back to throughout the branding process. This helps to align Batch Twenty-One’s brand while creating their visual identity to build a strong but simple identity complete with logo and website to establish a cohesive online and offline brand resembling the history of their main ingredient – hops.
Defining the Goals
The goals of the business wasn’t only to make sales, it was to disrupt the skincare market. Batch Twenty-One wanted to develop their product to be 100% environmentally friendly, using recycled packaging, natural ingredients and hand-crafted formulations.
Defining the Customer
Every point of the brand reflects the ideals of the target and what they want in a brand. Skincare made with unique products like refrained hops, and hemp oil. Products that are made with Recycled packaging. And a brand that represents the history of natural ingredients with a warm tone and loving introduction.
Defining the Brand
A reoccurring theme for Batch Twenty-one was the idea of shared skin care and an environmentally friendly products. We combined both when developing the brand, bringing a natural, hand-crafted, feel at every customer touch point.
The brand strategy and design process
After developing the strategy and brand identity design, we created a website to that matched its environmentally sustainable ethos and down-to-earth feel. Through user testing, their customer journey to purchasing a product has been cut in half. Making it easier for the customer and more fluid for the company,
A word from our friends at Batch Twenty-One
“Recapture Media has been instrumental in getting Batch Twenty-One up and running! It first started with a logo design, then it blossomed into an awesome website design, and then to product label design! At each step of the way, Jesse and Recapture have been fantastic to work with on these projects! I highly recommend their work! They are patient, educational, and highly professional. Thank you Recapture for helping make Batch Twenty-One what it is today!” – Chett Boxley CEO, Batch Twenty-One
The Forum’s newly-designed website and refreshed brand identity have transformed the organization from a blog-like brand to a professional news source that radiates its core values of transparency and trust. Now, no matter where they come from, The Forum’s new website ensures users have an optimal reading experience. In a media landscape where news consumers are barreling toward mobile readership, the highly mobile site ensures The Forum is ahead of the curve and can bring in new consumers while keeping its old ones engaged.
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