Mariana Tek - Marketing Materials
I redesigned most of Mariana Tek’s marketing materials, including their website. Mariana was at a very large disadvantage when I joined. They had a website that simply featured a picture of a woman's 6 pack, their logo didn’t and still doesn’t say much about what Mariana actually does and their other marketing materials were poor, as they didn't have the design resources to build them. After doing competitive research, interviews, stakeholder interviews and holding a kickoff meeting with stakeholders, to build agreement on a direction, I was able to redesign their website, make business cards, decks, etc… so that Mariana could put a much better foot forward in the marketplace.
- Design / UX
- Competitive Analysis
- Stakeholder Meetings
- Moodboards
- Direction and Coordination
- Some HTML & CSS
Brand Exploration
What I learned after leading a discovery meeting and doing some research, was that clients came to Mariana mostly because of their industry knowledge, their empathy and their willingness to work with clients to help them succeed. Having a stock picture of a woman's ab muscles certainly didn’t communicate this.
We needed something that was simple and clean. A good foundation.
Process
Discovery
I gathered information about our current brand and what relevant people in the industry and stakeholders thought about Mariana.
MyselfCompetitive Analysis / Research
I set out to understand: who our competitors were, their brand voice, why studios choose them and how Mariana Tek could differentiate themselves based on that information.
MyselfMoodboards / Example Comps
Before designing anything in full, I designed small sections of pages and created moodboards to build consensus on where we were going and how that translated into design.
MyselfDesign
I started off building out the design of the website first, being one of the things Mariana desperately needed at the time. Taking the tone / design I had come up with from the site, I then translated it to the other marketing materials.
MyselfBuilding / Printing etc...
For the website, I built part of the site in HTML/CSS as there was a lack of resources. For the business cards, for example, I coordinated printing etc... to get them into the hands of our staff.
Myself
Communicating Mariana Tek's Knowledge
To show clients that Mariana understood the market and that the suite of products would be a good fit for them, I added product images throughout the site, listed features so that clients could better understand the quality of the products they would be getting, and featured well-known clients we worked with to build confidence.
Empathy
To better communicate Mariana's empathy and willingness to work with clients, I added a sense of warmth to the site. Alongside the product images, I added pictures of people smiling / interacting. I transitioned the primary dark purple color Mariana was using by lightening and brightening it. And I added pictures of Mariana's staff, so that our clients could not only understand who we were but see it as well.
Mariana Tek - Web Integrations
Design, UX, Prototyping, & Testing