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
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.
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