2015/2016 - Repositioning and Rebranding
Agency: AKQA NYC
Title: Senior Account Director
Role: Lead Dot Com Transformation and Digital Brand Identity
THE BRIEF
Transform Verizon’s business and position the brand as a premium service provider and leader of the digital age.
THE SOLUTION
For the first time in 15 years, the brand redefined its positioning and brand identity. Step one of this total transformation was to reposition the brand strategically. We implemented a new brand identity across all consumer touch-points and provided simple and personal consumer-first user experiences in all channels.
The three lead agencies developing and implementing this new brand promise were Wieden & Kennedy, Siegel & Gale, and AKQA. Working alongside the two partner agencies, AKQA was responsible for everything digital and mobile.
Based on extensive research, AKQA developed a dot com presence that had intuitive design, playful animation and a friendly tone of voice. This allowed customers to experience Verizon's brand online in a fun, warm and engaging way.
With over 143 million visits per month, the redesigned dot com marks Verizon's next chapter as a human-centric industry leader.
Next to the transformation of the Verizon online presence across multiple lines of business we were responsible for the development and implementation of the digital brand identity across all digital touchpoints. This includes not only creation of digital guidelines, the training and oversight and audit of 15 independent agencies to ensure compliance with developed digital guidelines, as well as the creation of key brand assets, responsive iconography system and digital strategy.
THE OUTCOME
The launch of the new verizonwireless.com lead to a 9.3% sales increase within the first quarter after launch. During my 8 months on Verizon, I was able to grow this part of the business for AKQA by 400%.
