USA Web embraces our clients' brands to fully understand their tonality, voice, and essence. We research your brand, the assignment, and your competition to deliver an end product that meets user and business needs.
A creative brief is developed to capture the ideal brand interaction online. Specific calls to action that are required to truly transform the online channel into an acquisition, retention, and participatory channel will need to be "baked" into the core creative concepts. Understanding the competition will enable the creative director to guide the team to highlight the attributes of the brand and its core functionality that is strongest.
Three versions of look-and-feel will be developed for our clients to capture the aesthetic essence of the entire site. These concepts will include the home and two sub-pages, including how the third level of navigation is accessed. USA Web believes in presenting a range of concepts as opposed to three variations of a concept we would expect to get approved. We will present a concept that pushes the envelope to accomplish business goals, with a middle and "comfortable" concept to provide a spectrum of concepts that range from conservative to aggressive. This pallet of concepts enables us to understand how aggressive you are willing to be and define a working parameter to produce a site design that meets a company's goals and fully fits its culture and brand. The second round of concepts will take into account all the feedback to fine tune and polish a core look and feel for the online properties.
The end result is an online look-and-feel and information architecture that meets the specific needs of the audience.