Project Summary & Challenges
Jennifer had an incredibly loyal following both on her blog and YouTube channel when she came to us, seeking a total rebranding of Jennifer McGuire Ink as well as a new blog-oriented website that could particularly showcase her training videos. It’s rare to have such a comprehensive opportunity: logo and branding, custom website design and development, video production, and motion graphics animation. However, one of the most significant considerations Jennifer had coming into this project was technical in nature.
Challenge #1: Complex Affiliate Linking
Affiliate linking is vitally important to the success of Jennifer's website and to the flourishing of her business. In addition to the standard technical considerations for a custom designed and custom developed website, there was the added complexity of creating new functionality within WordPress to be able to fulfill her business requirements. We needed to identify a technical solution to accomplish this critical goal of the web project.
Challenge #2: Rebranding a Strong Identity
It's risky business taking an existing brand with a strong loyal following and do a complete overhaul to its online presence. This would certainly be our greatest challenge, but one that could be overcome by allowing Jennifer to remain true to her identity. Since the brand was intimately wrapped up in the personality of Jennifer, our initial work would be to uncover the purpose, meaning, and drive behind Jennifer herself.
"I hired the most amazing people to create [my website] for me. I can't say enough how good these people are. They work magic."Jennifer McGuire Founder
We can confidently say Jennifer McGuire is one of our favorite humans. Each of our internal teams (project management, content, design, development, and video) were able to collaborate with Jennifer on a host of projects that successfully launched and met every one of our primary objectives. Since launch of the site, Jennifer has seen affiliate sales more than TRIPLE and her YouTube subscriber levels more than DOUBLE. While we truly made some contribution to those increases, we concede to the fact that it's primarily a result to who Jennifer is as a person. She embodies the essence of her brand: kind, generous, and humble.
We were surprisingly, and delightfully, drawn into the vortex of “sharing handmade kindness” with Jennifer, and couldn’t be any more thankful for that. Jennifer is a force for good and we deeply appreciate the opportunity to collaborate with someone who is significantly impacting the lives of others in such an inspiring, encouraging, and life-giving way. We are deeply honored to have been chosen by her, and continue to work alongside her in many ways.