In-house work for Organic Inc.

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Organic Inc.

Job: Redesign Organic’s Web site at www.organic.com

Agency: Organic, utilizing Venuiti’s content management system. Other Organic clients include Chrysler LLC, Bank of America and Geek Squad.

Creative team: Fred Siqueira, associate creative director; Corianda Rocklein, lead designer; Tomas Roldan, information architect; Ann Freccero, copywriter and editor; Walter Perdigao, project manager; Gautham Hegde, lead technologist, and Hubert Bandurski and Dan Purdy from Venuiti.

The plan: Redesign Organic’s Web site to more effectively attract top talent in every discipline to work on a growing portfolio of digital marketing clients. To do this, we needed to use a warmer, friendlier, “nonjargony,” tone accompanied by a rich, delightful experience that more effectively represented the Organic brand.

The theme: “Let’s turn the agency inside out.”

The concept: When marketing great services firms, there are only three things that matter: the work, thought-leadership and talent. So, instead of keeping all three elements balanced, we turned ourselves inside out and showcased our work and thought-leadership through the eyes of our people.

Amanda Van Nuys

Age: 36

Position: Vice president of corporate marketing

Education/background: In technology and Internet marketing for nearly 15 years. Graduated cum laude from Vassar College with a degree in art history.

What drove your development of the concept? A leading digital agency needs to have a innovative, thoughtful digital experience.

Working on next: Look for us to weave in more elements of ThreeMinds, our blog on interesting digital experiences, and AllHands, our blog about our culture, to create a more dynamic, fresher “inside out” experience.

Fred Siqueira

Age: 31

Position: Associate creative director

Education/background: He recently moved to the United States from Brazil to work in Organic’s creative group. Previously worked at various São Paulo-based firms, including AgenciaClick and Age.

What drove your development of the concept? Our main goal was to redesign the Web site so it would reflect Organic’s personality — dynamic, innovative, clean, with a refreshing look. Our work and our people are the main features.

Working on next: Top secret

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