Creating Seedtag’s website was an ambitious task due to the complexity of their platform, and the need to ensure that users of the website understood what Seedtag offers and the potential benefit to their clients. It was important to showcase Seedtag’s strengths within technology, creativity, and contextual-image advertisement whilst simultaneously maintaining a simplicity and easy flow throughout.
UNDERSTANDING THE AUDIENCE AND OPPORTUNITY
In order to begin the process, we first had to understand the product, how Seedtag presents it, what their offering was, who uses it and why. We also had to develop a series of KPIs to define what we wanted to achieve with the new website.
Looking at the market, we needed to understand who else works in the contextual advertising space and why they were successful in order to project an image that would lead to a perception of Seedtag as better than the competition. Respected brands include whole sections dedicated to studies and data from their own research, displaying their findings and insights with a modern visual design to captivate their audience. There was, however, no brand that showcased both their technical process and pioneering creativity at the same time.
A CONTENT STRATEGY BOOSTING SEEDTAG’S STRENGTHS
We had a strong anchor: technical innovation and disruptive creativity. With this in mind, we next had to strategise how we would represent this.
With so much information and technical detail, organising the content of the web was a challenging task. We had to ensure that anyone could visit their site and understand their offering. Dividing information by type of client was taken as the base structure (i.e. benefits for advertisers and benefits for publishers), adding a section dedicated to Seedtag’s research and insights. In this way, users could understand the different aspects of Seedtag without becoming lost within one page. Furthermore, the inclusion of a dedicated learning area helps to showcase Seedtag’s top knowledge and trend analysis of the market, positioning them as the leader within their sector.
EXPERIMENTING WITH SEEDTAG LAB
With a highly technical and analytical base, Seedtag Lab is the pinnacle of the company’s work; it is the place to experiment and be truly disruptive. To showcase this pioneering spirit, we created disruptive visuals with interactive stories on both desktop and mobile to delight users with a real-time experience. This section was to be different from other parts of the website, transmitting the air of experimentation that Seedtag Lab carries.
VISUALLY EXCITING & TECHNOLOGICAL
Using the renewed branding and its vast array of visual elements, we made the most of the innovative graphics and colours to bring our prototype to life.
A SCALABLE DESIGN SYSTEM
As well as the design of their current pages, we defined a design system that will allow Seedtag to continue developing and expanding their website way into the future. In this way, consistency between the brand and web will always be maintained, and Seedtag can seamlessly add and remove pages as they wish.