Blytheco Website and Brand Refresh

Role: Brand Strategist and UX Researcher

Blytheco, a 40-year-old business software reseller and implementation consultant, faced several critical challenges:

  • An outdated brand identity that no longer reflected the company's values and evolution

  • A sprawling website with over 10,000 pages, resulting in poor user experience and navigation

A group of people in a conference room engaged in a meeting. One person is sitting on a table pointing towards a screen, while another stands next to a flipchart. Laptops and notebooks are on the table. Presentation slides are displayed on two large
Four sticky notes on a wall, labeled "page," "form," "assets," and "features" from left to right.
Individuals organizing colored sticky notes on a table, using a large white sheet; one person working on a laptop in a conference room.
A wall with a large whiteboard covered in organized sticky notes outlining NetSuite features and content categories.
A woman working on a laptop in an office, surrounded by sticky notes and charts on the wall. The conference room has abstract paintings and office chairs. The table holds a glass, post-it notes, a water bottle, and several cups, with an extension cor
A large sketchpad on a table with hand-drawn diagrams and notes, including a flowchart titled 'universeOne.' The pad is surrounded by office items like a laptop, phone, sticky notes, chargers, and a glass of iced tea.

Action

We developed a human-centered approach that prioritized the needs of visitors who were looking for software consulting group alongside the business objectives developed by the internal marketing team.

    • Conducted in-depth interviews with founding members and company leaders to uncover the company's personality, values, and future outlook

    • Synthesized findings to develop a new brand strategy aligned with Blytheco's evolution

    • Facilitated in-person workshops with Blytheco's marketing team to audit the existing website

    • Employed a "Marie Kondo" approach to streamline content and improve information architecture

    • Collaborated with the development director to manage site architecture and ensure proper redirection of outdated pages

    • Developed a systematic approach for each phase of the brand and website refresh

    • Created and presented new user journey flows to optimize the user experience

    • Established a structured design process including wireframes, design approvals, and copy deck reviews

    • Worked closely with the internal marketing team to ensure smooth communication and adoption of the new brand and website updates

    • Implemented a hyper-detailed approach to guide the team through each stage of the transformation

Results

    • Successfully created a new brand personality that instilled pride and adoption with internal team members

    • Positioned Blytheco as a trendsetter, with competitors later adopting similar approaches

    • Significantly improved website navigation and user experience

    • Created a new resource center that structured internally-generated content to differentiate their knowledge base

    • Inspired the marketing team to invest in a Content Management System (CMS) for easier future updates

    • The modern website refresh inspired industry partners and generated new leads

    • Optimized user flow for forms, enhancing lead generation capabilities

    • Established a foundation for ongoing digital marketing initiatives

    • Provided Blytheco’s marketing team with tools and processes for continual improvement and adaptation

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