PROJECT TITLE:
RingCentral Brand Refresh
PROJECT PERFORMANCE:
67% lift in website conversion month to month, growing to over 200% a year after redesign launch, leading to RingCentral’s successful IPO. The brand refresh created a sense of pride in both employees and customers and worked very effectively in converting new customers through the website and digital display ad channel.
ROLE AND CONTRIBUTIONS:
Creative strategy and direction, art direction, design.
PROJECT NOTES:
In late 2011, RingCentral hired a consulting firm to provide guideance towards launching a successful IPO. Immediately the firm recognized the need to develop a more modern, unified, and professional brand, and warned the leadership that it would become an obstacle and reason to delay filing.
The leadership agreed, and I was brought on board in 2012 as Associate Creative Director to lead the digital side of the rebrand efforts, including the development of hero/key imagery, color selection, web site and page layouts, iconography, digital display advertising, video strategy, and email approach.
The Creative Director and I worked together to research and better understand RingCentral’s prospects, allowing us to to develop a visual system they would respond to. From this exploration we developed brand colors, layout patterns, a messaging platform and tone, and a visual asset library.
Using the updated visual brand system, I led my team in the creative execution of all digital marketing assets. We took great care to develop creative that was well designed and aligned, engaged the customer base, and effective in marketing conversion. The creative below is a sample of the brand alignment and digital marketing refresh efforts.