WillScot, Brand Development and Management
Role: Brand Experience Strategy, Creative Direction, UX Design
Role: Brand Experience Strategy, Creative Direction, UX Design
Opportunity: WillScot is the leader in mobile office unit solutions. Over the years the company had acquired its main competitors, gone public, integrated disparate cultures, and merged with their largest competitors. They were growing at lightening fast speed, all the while transforming their sector's business model.
Solution: After an intensive assessment phase, we fine-tuned the strategy and elevated the brand in every way. Acting as an extension of their internal marketing team, my team and I helped to shepherd their brand for seven years through major growth spurts, multiple acquisitions and a major game-changing merger with their largest competitor in 2020. Over those years we had a hand in every brand touchpoint internally and externally across all channels.
www.willscot.com
Solution: After an intensive assessment phase, we fine-tuned the strategy and elevated the brand in every way. Acting as an extension of their internal marketing team, my team and I helped to shepherd their brand for seven years through major growth spurts, multiple acquisitions and a major game-changing merger with their largest competitor in 2020. Over those years we had a hand in every brand touchpoint internally and externally across all channels.
www.willscot.com
Enhanced user experience design, updated site architecture, complete UI design overhaul and optimized SEO strategy.
Brand Strategy in Action
The organization was in desperate need of a solid, unifying value proposition. BrandExtract established "Ready to Work" as the brand's rallying cry. This helped differentiate WillScot from its competitors who were simply selling office trailers. For WillScot customers the proposition meant that WillScot took care of all the details and allowed the customer to simply get right to work from day one.
Audience Definition and Mapping the Customer's Journey
Deep dive using customer journey mapping technique
Deep dive using customer journey mapping technique
The outcome of the journey mapping exercises I lead is typically a UX report documenting key findings and opportunities related to a specific type of user/customer (persona)
Yearly Sales Events
Every year we develop a thematic event tied into the organization's annual goals for their sales teams. Deliverable usually include branded elements throughout the property, introductory sizzle videos, training session support and even fully staged "Essentials" showrooms.
Every year we develop a thematic event tied into the organization's annual goals for their sales teams. Deliverable usually include branded elements throughout the property, introductory sizzle videos, training session support and even fully staged "Essentials" showrooms.
Client Testimonial
Results and Outcomes:
Differentiate with "Ready to Work" value proposition
110% boost in web form submissions
170% increase in web sessions
Shepherded brand as 4 companies merged into 1
Differentiate with "Ready to Work" value proposition
110% boost in web form submissions
170% increase in web sessions
Shepherded brand as 4 companies merged into 1
Awards and Accolades:
Outstanding Website - WebAwards
Search Engine Marketing - AMA Crystal Awards
Video Series Award of Excellence - ANA Lantern Awards
Search Engine Marketing - AMA Crystal Awards
Video Series Award of Excellence - ANA Lantern Awards