Redefining the Agreement Express visual identity
Visual language is an incredibly important part of branding. It helps set the tone on multiple levels, including subconsciously and instinctively. When I began redefining the Agreement Express visual language, the first priority was to make it a lot more human.
The human aspect of the brand refresh began with introducing human imagery, but it didn't end there. For the written content I wanted to not only find a way to make it more efficient, I knew it had to be completely value focused. The reasoning behind this was our target audience is often at work while on our website, and they don't have a lot of free time. Make the values easily digestible, easily discoverable, and always in the spotlight.
About Us now focuses on the people and the vision, instead of the product and technology.
New interactive elements driven by a top value
Interactive elements create a whole new level of engagement on a website. I wanted something simple and quick, but that delivered a powerful message. These interactive questions offer real-time theoretical benefits to a prospect's business in a way that's incredibly easy to see.
What's more, if a prospect decides to click "Book a Call" on this question, the answer they provide is captured and sent to the sales team. This gives the sales team a specific talking point to start off with, offering a more personalized experience for the prospect and a potentially shorter sales cycle for the team.
Floating Navigation Bar
Another improvement to information discovery is the always-present floating navigation bar. Not only does it make it easier to get around, it also provides a consistent "Book a Demo" CTA on every page.
When the cursor hovers over the navigation area, the rest of the page dims in order to bring the navigation into focus. This makes it easy to read and interact with, no matter where you are on the website.
Solution Page Comparison
The old solution pages tended to focus heavily on product features, and not entirely on how those features actually benefit a prospect's operations. In order to bring this in line with the new branding direction, I tasked the team to spotlight the highest impact values so that a prospect can immediately and easily understand what kind of tangible impact Agreement Express would make to their business.
