As the design lead on an embedded team, I led my Ready State colleagues, in collaboration with the team at Yahoo Small Business, to refine and grow a 20+ year old brand. We elevated the presales experience by developing a clean aesthetic and versatile site that is flexible to the changing business goals and metrics at Yahoo Small Business, with an added emphasis on product education. Following the site's completion, we took the updated brand, and expanded marketing efforts through display and social advertising, and campaign work.
The site's highly visual, tactile look and feel speaks directly to small business owners. Collages of 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 ease of development and consistency across the site pages, while leaving room for flexibility in visual design and growth.
The updated presales site responds seamlessly on every device, providing easy access to Yahoo Small Business's tools and customer conversion at every touchpoint.
The site design was developed through 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, we met with and captured Yahoo Small Business customers in their work environments, bringing a humanism and depth to the presales experience and marketing materials.
Under my leadership, Yahoo Small Business expanded their marketing through display advertising and on social platforms. We introduced video and motion graphics to platforms like Pinterest and Instagram. Additionally, I grew our embedded team to include additional designers to assist in these challenges.
Prior to our collaboration, each page or campaign was a different project for Yahoo Small Business. Now they have a consistent look-and-feel and brand identity that can be applied across assets and channels of all kinds, from web to email to print marketing materials — treating small businesses like the big deal they are.
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