PLACEMAKR: Modernizing a hospitality startup through a compelling visual brand refresh and updated user-friendly website experiences.
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When I started at Placemakr, a hospitality startup, I immediately dove into researching the well-established competitors in the space. Placemakr already had a website and branding in place, but it quickly became clear that it wasn’t resonating with the right audience. The branding gave off a B2B feel, which wasn’t aligned with the company's main goal of attracting B2C clients. To catch up with the competition, it needed a refresh that better spoke to its target audience and positioned it effectively in the market.
Shortly after arriving, I spearheaded the company's rebrand. Working closely with the marketing team, we developed a new tone of voice, refreshed the brand colors, redesigned the website, updated property signage, and created new sales collateral—all perfectly aligned with the company persona we crafted and the target audience. We also launched several digital ad campaigns to promote the rebrand that saw a considerable rise in conversion rates. Since the brand update the ad creative has seen up to 4x increase in click-through rates.
Also during my time at Placemakr, I worked closely with a team that included a freelance designer, a freelance copywriter, and a junior designer, whose work I both collaborated on and oversaw. I partnered with the sales team to develop effective marketing materials, with on-site teams to create problem-solving property signage, and with upper management to craft key presentations and full ad campaigns. As the guardian of the company's visual language, I ensured everything remained on-brand. I also took the initiative to advocate for SEO upgrades, UI/UX improvements, and the introduction of more video content across the company and website.
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