Synergy is a teambuilding and leadership development company.
They were blessed with unique brand differentiators — like one of the only redwood climbing courses in the California Bay Area.
But their website had not kept pace with their carefully designed experiential learning programs.
I was engaged to explore and position the brand, and to assemble and oversee a team for web design, photography, and video production.
1 — Simplify
Synergy had run a number of outstanding programs over the years. But some of them were no longer a core part of the business, yet still took up valuable space and attention on the website.
2 — Be Joyous and Utilitarian
Our primary personas were Hannah and John. They represented a Scout and a Leader. Hannah was our first influencer, while John had the final say. And we needed to speak to both.
3 — Be Cohesive
In addition to a strong design, in order to create the highest quality content, I needed to curate and oversee a team of specialists. Photography, video, and words needed to coalesce into a single voice.
Internal and External
Weeks of research revealed the customer motivations and dynamics at play. A half-day brand workshop and a series of follow up meetings allowed us to pin down the team identity and future direction of the company.
With this information in hand, my team and I went to work.