Web & Brand Strategy: Avtex Elements
I created and supported the overarching brand, website, and content strategy to promote Avtex’s innovation products.
Avtex Elements is the collection of proprietary solutions, applications, and integrations created and owned by Avtex. I was tasked with delivering a brand and web strategy that would take Avtex IP from a best kept secret to a competitive differentiator. I created a more holistic promotion plan, web taxonomy, related content, and sales collateral in order to help the company create new customer and revenue opportunities through Avtex IP.
I started this project with research, stakeholder interviews, positioning exercises, and a manifesto for the collection. Then I developed a taxonomy for taking Elements to market. I developed website wireframes, hosted an envisioning workshop with key stakeholders, and began rolling out web content, product sell sheets, and storyboards for product videos.
You can explore the Elements library on Avtex.com here. I led the web strategy for this property, created the content/copy for the individual listings, and collaborated with digital marketing to enhance SEO.
Elements overview video script adapted from manifesto: