Re-imagining the DoubleClick brand and developing a new digital presence to connect publishers and advertisers
Company and Role: Beyond Digital; Creative Lead, UI/UX, Branding
Redefining Brand Identity and Strategy
DoubleClick as a brand and a company is a connector — bringing the publishing and advertising sides of the industry together. As such, the logo became a manifestation of that connection, showing two, fluid interlocking rings. This fluidity and connectivity became the central design technique that ran through the entire brand and web identity.
Visual Identity and Brand Guidelines
Once the new logomark and icon system were established, I’ve led the creative process of building a new set of brand guidelines including color palette, typography, iconography, photography and illustration to create a cohesive brand story
Doubleclick.com
A highly immersive, visual website with content at its core
DoubleClick needed to develop a digital presence that inspired advertisers and publishers about the power of programmatic technology.
Challenge
DoubleClick needed full control over their web presence to publish and realign the positioning as their teams released new features and products.
We developed a custom CMS in close collaboration with Google’s security team, which allowed for flexible features — and new updates over time. We also put a full development team into place, employing agile working methods to move quickly through a product roadmap planned with our primary stakeholder.
A new content ecosystem that best represented DoubleClick’s new human-focussed brand identity – packaged within a modern, responsive platform
User Experience
We simplified the Information Architecture to prioritize customer needs and benefits over products. The result is a dynamic, fluid website experience.
Designs that lead to success
On launch, Doubleclick.com saw a 371% increase in engagement of active users. Overall time-on-site increased 2X, with a 25% increase in returning visitors. Users who viewed product pages were 30% more likely to view multiple DoubleClick products.
Evolving Products
A/B Testing to ensure consistent user engagement
After launching the site we ran an A/B test and updated some pages to get increase traffic
rates, based on analytics
