Elevating a brand that helps small business owners succeed
Yahoo Small Business, a 20+ year old e-commerce and website-building platform was struggling to keep up due to an increase in competitors, and a brand that lacked clear differentiation.
Our team 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.
The site's highly visual, tactile look and feel was designed to speak to small business owners. Collages of owner photos layered with familiar elements from their vocations are seen throughout the website flow.
The team iterated on the design, keeping in mind three key principles and values defined with their team: 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.
Upon completion of the presales experience, I assisted in the design of Yahoo Small Business's conversion funnel.
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.
Prior to our collaboration, each page or campaign was a different project for Yahoo Small Business. Now they had a consistent look-and-feel and brand identity that could 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.