As the design lead on an embedded team, I collaborated with my fellow Ready State colleagues and the team at Yahoo Small Business to both refine and grow a 20+ year old brand. We elevated the preslaes experience by developing a clean and versatile website that is flexible to changing business goals and metrics. Our team then took the updated brand, and expanded marketing efforts through display and social advertising, and campaign work.
The website design implements a highly visual, tactile look and feel, speaking directly to small business owners and their needs. Collages of business owner photos layered with familiar elements from their vocations are seen throughout the website flow.
Functionally, the site is built using a series of components and modules, allowing for consistency across the website pages, while leaving room for flexibility in visual design and growth.
The presales website responds seamlessly on every device, providing easy access to Yahoo Small Business's tools and customer conversion at every touchpoints.
The website design was developed through a close collaboration between my team and the one at Yahoo Small Busines. We iterated on the components and modules, keeping in mind three key principles: consistency, a clean, open design, and always bringing it back to the small business owner.
Through my art direction, and collaboration with photographer Eric Herrmann, we captured Yahoo Small Business customers in their work environments, bringing a humanistic and realistic quality to the presales experience and marketing materials.
Through our creative efforts, Yahoo Small Business has expanded their marketing through display advertising and on social platforms. We've introduced video and motion graphics, as well as strategically collaborated with Yahoo Small Business's digital marketing agency to bring advertising to new platforms like Pinterest and Instagram.
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