Our Work

Media Culture

Bringing a 25-Year-Old Brand Identity Into the Modern Era

The Challenge

  • Media Culture struggled to convert customers on its outdated website, which featured poor navigation and an outdated color palette, lacked brand voice, and suffered from poor page performance. Media Culture wanted a new site that would reflect its updated messaging, company values, unique branding, and competitive differentiators. 

The Strategy

  • Conduct extensive content, keyword, and technical audits of Media Culture’s previous site and competitor websites to inform recommendations
  • Lead a messaging and positioning workshop with the Media Culture team to clearly define the company’s business, market, and customer, create competitive differentiation, and ensure internal consensus
  • Craft a new brand voice, content persona, and visual identity to guide the design process, formalized in brand guidelines to ensure consistency (including logo usage, brand colors and typography, stock image usage, and voice)
  • Upgrade Media Culture’s website host to a new platform that will better support the company’s marketing goals
  • Develop new user experience and user journey strategy to solve navigation issues
  • Keep Media Culture’s target customer as our North Star while writing, designing, and building the new site from the ground up

The Results


Upgraded brand identity, storytelling, messaging, and design


76% increase in new homepage performance


Overall site health increased by 34% (from 67% pre-launch to 90% ten months post-launch)

Media culture-before-after-1

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