SPECTRUM CUSTOMIZER BRAND REFRESH
SPECTRUM BRAND REFRESH
As a 3-D customization platform, Spectrum allows brands to offer easy, accurate product customization in their own e-commerce environment — and integrates directly with factories to make the production of personalized skus a smooth process. However. Spectrum’s identity needed to catch up to its current offerings, especially as it’s grown into a global leading SaaS business. It was time for a strategic redefinition of the Spectrum brand to better reflect its current identity, and stand apart in a crowded SaaS space.
We started with an extensive competitor audit to get a lay of the land, which informed our evolution of the Spectrum brand. We matured design, colors and tone to better convey that Spectrum is hands-on and approachable — not to mention creative and tech-forward.
Over time, Spectrum’s website (old site pictured to the left) became a junk drawer of new features, losing sight of the original intended UX. They were wasting valuable sales space, and needed help getting attention from the executive audience they were pursuing.
With thoughtful and modern UX and UI design, we put the focus back on creating a sales tool by interviewing key stakeholders, up-leveling the info B2B executives seek, and putting “Request a Demo” CTA front and center. Hyper-realistic 3D product renderings at dynamic angles in the new color palette did double duty: we drove home Spectrum’s stellar 3D capabilities, and reinforced the brand color story. We developed the site in WordPress, an intuitive CMS that will be easy for their marketing team to update in the future.
The website isn’t the only thing we refreshed. We ensured all Spectrum assets, from sales sheets, door signage and tradeshow booths, to brochures, social posts, email templates, client portals and more were updated to reflect the new look and feel.
100% increase
in "Request a demo" click YOY since the website upgrade.
CHALLENGE
With the COVID-19 emergency declaration and stay at home orders in effect, Portland officials noted a 27% rise in domestic violence calls in March 2020 compared to March 2019.
Formerly the Portland Women’s Crisis Line, Call to Safety is a social service agency and social change organization dedicated to supporting individuals of all genders who experience domestic and sexual violence. They serve Portland and beyond, supporting callers across Oregon and Washington with a 24/7 crisis line, sexual assault services, follow-up advocacy, and community outreach and education.
Results
We worked closely with Call to Safety’s team to ensure our campaign creative was impactful and informative, without being triggering, and produced radio, TV, digital, social and print ads.
Additionally, we worked with El Programa’s UNICA program to produce Spanish-language versions of our radio and TV ads, directing to their bilingual crisis line.
Meanwhile our media team worked to secure donated inventory from Willamette Week, Portland Monthly, The Oregonian and local TV and radio stations, to ensure we’d reach as many community members as possible.
As a result of this campaign running in the summer of 2020, Call to Safety reported experiencing a spike in calls, indicating we achieved our mutual goal of letting survivors know that Call to Safety is here to believe, listen and support them.
A refreshed digital presence
Dev
Creative
UX
Branding
The Oregon Lottery has grown to be a significant part of the economy in Oregon, funneling billions of dollars into programs that Oregonians care about. When the gaming brand came to Pollinate, they were ready to tackle a huge job: create order, consistency and accessibility for their online presence, bringing forward a cohesive, mobile-first digital brand.
The result was a true agency-wide collaboration, with our Dev, UX, UI and Creative teams working together towards a common goal: Oregon Lottery’s first mobile app, and a brand new OregonLottery.org.
To help wrangle all the pieces, we created a vast library of flexible, easy-to-manage design elements to help keep the site fresh. Each jackpot game was assigned a flexible pattern assembled from spot illustrations by Drew Bardana, and the content library was further fleshed out with iconography and photography.
Inspired by the brightness of lottery games, color was carefully considered, with the goal to have enough contrast to pass AA-level WCAG guidelines.
Phase one for Oregon Lottery’s mobile first approach was to build an on-the-go scanning app available on both iOS and Android. We delivered, thoughtfully balancing the lightheartedness of gaming with the gravity of Lottery’s significant and tangible impact on their community partners.
In 2020, Pollinate launched the new Oregon Lottery WordPress website. We were challenged to build a secure headless static site that used WordPress as the admin, and Azure as the front-end host. Always up for a challenge, we built — and now manage — this headless website, including a custom plugin for static deployments.
With a small digital marketing team at Lottery, efficiencies and cutting back duplicate content entry was a large goal for their team. We were able to deliver on this request by creating a single admin in WordPress that was used by not just the website, but the mobile app as well. This allowed content to be entered in one place, but shared across both platforms — all controlled by APIs created in-house at Pollinate. We are always up for a challenge, and loved bringing our mobile and web development teams together to solve this one.
Launched but Always Optimizing
With a content and player approach first, the website and mobile app have never been “set-it-and-forget-it” tools for Lottery. Pollinate schedules quarterly analytics reviews of both tools, where we do a deep dive into all analytics data available from GA GTM, media campaigns, Microsoft, app stores and in-house Lottery data. This helps us steer larger conversations around optimizations, and helps us determine future road maps. These deep dives have allowed us to continue to launch new features such as single login across platforms and the Second Chance program — and helped Lottery determine more successful marketing and content driven campaigns. That’s a win for everyone!
