We’re extraordinarily happy with the numerous updates we’ve made to the BrightLocal model. So I thought of sharing with you, pricey reader, the story of how we acquired right here.
Earlier than you start, you'll need to know why it was time to refresh the model. Have a look beneath on the evolution of the BrightLocal model through the years.
You'll discover that the 2019 web site and model is (maybe, apart from the 2012-2013 run) the largest change we've ever made to our on-line identification, and it took a very long time.
However consider me after I let you know that it has by no means been so.
Again to Might 2018 …
BrightLocal model stakeholders are surrounded by post-its and pens. Half-formed ideas, massive concepts and daring directions are scattered on the massive desk. On the display screen, a presentation containing the meticulously deliberate agenda unfolds, slide by slide.
What do we wish from the BrightLocal refresh? We all know we want lighter colours and a brand new emblem, however that's about it.
So we’re right here to resolve on the scope of the challenge and to look at intimately the scale of the duty forward. However as concepts develop and we understand that there’s a possibility to totally replace the web presence of BrightLocal to raised replicate the scale and ambitions of the corporate, the agenda goes fully by the window.
Earlier than we all know it, we write new slogans, we plan fully new sections of the location, we focus on with ardour the navigation on the highest degree.
After an exhausting day of creativity and enthusiasm, we discover ourselves immersed within the heat spring solar, stuffed with anticipation. In only a few months, we can have a brand new website to share with the world!
We didn’t know we had simply created a BLOB. And the BLOB was hungry …
Earlier than you embark on a big challenge, you want a challenge title, will not be it? You can’t say "How are we doing with the BrightLocal model refresh challenge?" All day. So, for the primary time many instances on this story, we relied on democracy.
We requested the BrightLocal UK workplace to share and recommend the names of their tasks, put them on a board and ask them to vote for his or her favorites. Right here is an outline of the desk on the time the vote started:
(If you wish to perceive the reasoning behind a few of these naming recommendations, I'm completely happy to do my finest that will help you within the feedback beneath!)
Ultimately, BLOB (acronym for B proper L ocal O nline B Randing) was eradicated. It was enjoyable (at the least at first) to say that it was brief and full of life, and that meant one thing.
However we had no thought of the relevance of this title. This BLOB would develop and develop.
An excellent thought
Half I, as answerable for the content material, was personally of the best curiosity, which is what we lastly determined to name "Vivid Concepts". For years, BrightLocal had constructed up a powerful archive of revered analysis, professional commentary and helpful assets, however the hyperlink to this website was relegated to the underside proper of the web site footer, underneath the heading notably modest "Weblog".
It was subsequently my accountability to plan and analyze a brand new part of this content material to make it extra accessible, extra partaking and extra searchable. That is my first try at wire (I'm not an internet designer, nevertheless it was good to strive):
In the meantime, within the design laboratory …
Whereas I used to be getting ready Vivid Concepts, our graphic designers had been busy growing numerous experiments (like in 'I've stopped counting') for the brand new BrightLocal icon.
Our earlier emblem was purely textual content and we thought that including an icon would give our model flexibility. The icon needed to stay autonomous and stay recognizable within the model BrightLocal. She needed to talk what our firm stands for and the worth we carry to our prospects.
Here’s a gif displaying solely among the icons designed throughout this section of experimentation:
5 very totally different icons (and a brand new font for the emblem) then got here out of this section. Once more, we took one of the best and allowed the group to vote on their favorites, explaining why that they had made their decisions to tell future design.
Nevertheless, nervous about the truth that we voted in a vacuum, we determined to entrust the 4 hottest logos to the individuals who matter most to us: our prospects.
In step one, we organized take a look at classes with a primary draft of the brand new design and branding. It was a really helpful means not solely to get an in depth suggestions on the work we had accomplished thus far, but additionally to breathe a sigh of aid after listening to that many had been constructive.
We then positioned 4 separate designs on a personal web page of our web site and supplied BrightLocal prospects the chance to vote for his or her favourite through the software itself.
Though removed from unanimous, the winner was fairly clear and really corresponded to the design that we had most popular internally. That is how the "coronary heart" of BrightLocal was topped lord of the logos!
Some further modifications to the icon (which we additionally heard as an owl and a wing nut) and we’re accomplished.
However elsewhere, we had virtually accomplished nothing. Do not forget that I informed you that this BLOB has grown …
With the brand new emblem and the brand new shade scheme in place (which took three months, from begin to end, fairly respectable), you thought we had been nicely positioned to redefine the look of the web site, will not be it? Nicely, no
The very fact is that we had been so proud of what got here out of the design section that we realized that we would have liked to modernize the whole website to match the standard of the brand new picture model.
As with every vital web site over time, some pages had misplaced a few of their luster and the knowledge had develop into out of date. So we took out our magnifying glasses and combed each web page of the location for outdated info. , pictures utilizing the outdated branding and alternatives to revitalize and refresh the content material.
Here’s a choice of updates to the listing of enhancements to the location as soon as the design is prepared:
New animations showcasing every software
Utterly rewritten copy that higher highlights the advantages and makes use of
Up to date Video Explaners
New pictures on the location
New characteristic for feedback
Excessive degree navigation and reorganized footer
New URL constructions for Vivid Concepts product pages and content material
Favicon up to date to match the brand new emblem
Bug fixes and website exams
And that doesn’t even embrace the location itself was constructed
Our group of software builders targeted on the weather that make our prospects completely happy, however many people have been confronted with the necessity to dive into the above whereas realizing different extra vital tasks.
However we rolled up our sleeves, took a sip of sturdy and harmful espresso, and cracked on it.
Eight months later, we lastly exchanged espresso for champagne …
To rejoice BrightLocal's 10th anniversary, we're excited to announce a brand new look, a brand new web site and extra!
See what's new: https://t.co/IwlaOOcQZ3#BrighterLocal pic.twitter.com/HohehZ6WJF
– BrightLocal (@bright_local) on April 9, 2019
Though this story ends very nicely and we’ve been overwhelmed by the help and constructive suggestions generated by the model change, it must be famous that we nonetheless have many changes and enhancements to plan.
Within the meantime, it's time to not do it once more for at the least 5 years …