Page 79 - Visual Marketing
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Why It Works “Upon visiting the new site, • The rebrand helped Topic 101
potential clients’ first reaction is become the leading strate-
Topic 101 brought on Visual ‘I love your site!’ This sets the gic research firm in the New
Dialogue for the task of visu- tone for the whole partnership,” England market.
ally interpreting who they were says Susan Battista, president of
as a company. The design firm Topic 101.
created a visual metaphor for
the survey process used by Topic “The site now,” Battista said, Takeaway Tip
101 by using evocative photos “tells Topic 101’s story and con-
and videos that can be inter- veys its point of differentiation Don’t be defined by your industry. Decide
preted in different ways. in an interesting and thoughtful what you want to be known for (even if it
way.” flies in the face of the traditionalists in your
The design emphasized Topic field) and use this to brand your company.
101’s cutting-edge, relevant Success Metrics Go against the grain to stand out. For exam-
approach to research, which ple, if your industry is known for copious and
drives creative strategy (as • Topic 101’s client list has grown detailed facts and figures, find a way to use
opposed to competitors who just since the design and includes visual elements to demonstrate your com-
supply reams of data). Dragon Software, Harvard pany’s capabilities in simple terms.
Business School, MIT, and
United Way.
• In 2010, billings went up 30
percent despite the recession.
MUCH MO RE THAN JUST A W E BS I TE 58
