Brightspot.com
How do you build a brand foundation beneath a thriving 15-year old company?
You start writing… then you write more… keep refining…
This is what the brand does.
**Animation for Evergreen video created by Zoticus.us
As a company, Brightspot had existed for nearly15 years before I joined the fray. They had an established customer base of some massive enterprise brands like Amazon, Walmart, Politico, and many more, but lacked a cohesive brand messaging architecture that positioned them above competitors. Enter me…
Created new brand messaging architecture with mission, vision, and values, plus robust value pillars that aligned with product features and customer facing taglines and language.
Reimagined the brand with product first imagery.
Led script writing for evergreen video production
Original evergreen animation created specifically to modular so elements could be lifted out and repurposed for other marketing channels like performance marketing, website, and event marketing
Watch the video on YouTube
Final Product
We’ll start from the finish. Here is the completed evergreen animation.
This project began with defining our brand messaging, then continued into the creative process of developing graphics that highlighted the best features of the product, followed by script writing, and finally a completed evergreen animation video.
Brand Messaging
The realty of a multi-venue business is that guests are drawn in by the global message, but retained by the individual/local experience. I approached the new website with this understanding, and in every way possible, tried to tailor content to be responsive based on an individuals geographical location. By using a users IP address, we were able to present only relevant content. Guests saw promotions, arcade games, esports tournaments, and food offerings that were available at their nearest GameWorks without having to navigate to a location page.
Product Visuals
Before we could embark on creating any sort of lifestyle connection with our brand, we needed to better represent our product visually. Historically, the company had only shown the product through direct screen grabs of the platform. We departed from this by pulling individual elements from the platform, and in a more abstract way illustrated the functionality, ease of use, and benefits of the CMS.