Building the Next Level of Red Fan-Dom
Continued growth for Red Fan Communications meant having an identity that resonates equally with the B2B tech and consumer firms they serve. It was time for a brand refresh that captured the PR agency’s full range of capabilities in a targeted and completely impossible-to-ignore way. We started by giving their instantly recognizable logo a modern look and feel that we expanded on in a fully redesigned website and custom-crafted collateral.
Fanning the Flames of Targeted Growth With a Unique Website
The warmth of Red Fan’s headquarters, an 1890s-era Victorian house in Austin, Texas, was reflected in the agency’s existing website. To retain the site’s friendly vibe that consumer brands love while adding the edge that appeals to the B2B tech crowd, we designed home page graphics to which both audiences can relate. That included a unique animated illustration of a Rube Goldberg machine that Red Fan wanted to underscore the cause and effect of their work as well as their big personality. In addition, easy filtering allows Red Fan visitors to clearly choose between B2B and consumer-oriented content on key pages.
In just the five months the new site has been live, page views have increased by almost 8%, the average session duration increased by almost 6.5% and the bounce rate decreased by almost 3.5%. Whew, that’s hot!
Stronger Brand, Bigger Opportunities
Red Fan knew their logo needed to be re-envisioned, but retaining its hard-earned equity was a must. We added structure and strength to the fan at the heart of the mark, which now radiates impact no matter how it’s scaled. A fun, abbreviated version of the logo and a logo stamp give the agency room to be more creative on invitations and other less formal communications. We also gave the agency’s flagship colors of red and white a complementary color palette to keep visual impact strong but under control. All of the elements come together into a new business card that’s helping create Red Fan-atics all over the country.