Overview:
TriggerPoint began to feature the redeveloped brand aesthetic across outward facing media with a soft launch of the new TPTherapy.com.
The main focus of the Phase 1 effort was to simplify the consumer experience while showcasing our new visual language in order to reestablish ourselves as the leading brand in performance therapy products.
My responsibilities included developing brand content, crafting the user experience, art direction and graphic design along with basic coding and formatting of the assets using the new CMS.
Challenge:
Since TriggerPoint began through the grassroots efforts of the founder and CEO most of the website was a modge podge of exercise science, personal history and unique interpretations of biomechanics and product demonstration. Although the information was engaging and helpful, the volume of content and non-intuitive layout made the user’s experience was often described as ‘overwhelming and confusing’. Our task was to distill the original value and messaging into the new brand guidelines across our new responsive website.
Process:
Due to the scope of this project an internal web team was assembled to coordinate the external resources. I worked closely with our Director of Information Systems as he led Parsus Solutions in developing a custom CMS system with the intention to allow our staff to eventually manage the completed website. Our then agency Elephant In The Room provided input as I managed the art direction based on initial web comps contributed by Yano Creative. I also could not have completed the massive volume of work without the exertise and support from my graphic designer Travis Nottingham.
Outcome:
The new TPTherapy.com was well received by both our die hard audience and new visitors. The simple and organized format allowed for easier customer engagement through the clear presentation of content that supported product use and brand presentation.
