Summary: After maturing from a decal manufacturer into a full-service marketing firm, Flywheel needed a new website that displayed all of the solutions they offer. I used high-end product photography, a simple and clear design aesthetic, and an emphasis on their weekly podcast to better reflect who they are.
FlyWheel is a multi-generation, family-owned business. They started out manufacturing decals (they've printed more than 26 million of them), but have evolved into a full-service marketing firm with a wide variety of both print and digital marketing solutions. They needed a new website to showcase all of their offerings and to flex the marketing chops they've developed by publishing a weekly podcast.
Icons or Product Photography?
In the creative brief, Flywheel partner Kenny Morgan let me know one of their goals was to list all of their solutions categories on the home page. They really liked the idea of using icons to represent those categories.
While icons are fun and helpful, I challenged them to use product photography instead. Many of the companies I've worked with in the past are service-oriented companies. Few have a physical product they create and that they can document with gorgeous photos. The first draft of the website I showed Flywheel had product images in a grid on both the home page and the interior solutions pages. Luckily, they loved the idea. Plus, we compromised and I added icons to the home page above the product photos.
The leadership team at Flywheel has been deeply inspired by Building a Story Brand, a book by Donald Miller that says marketing gets a lot easier when you're able to clarify you're message into 3 digestible steps or parts. The emphasis on simplicity drove the design aesthetic throughout my design. But, I was particularly focused on simplicity when I designed the "Our Process" area.
Case studies are a fantastic way to demonstrate how you overcame a clients' challenges. But, it can also be difficult for a busy company to stay on top of creating them. So, I came up with a modified approach to lessen the content creation burden.
- The case studies are brief. They're only a single section on the Clients page.
- They're templated. There's a blurb, a photo, a testimonial, and a couple of stats.
- They're a part of the CMS (content management system). So, all they have to do is upload the content and the section is created for them.
The Marketing Momentum Podcast
One element of Flywheel's marketing that I wanted to feature was their weekly podcast. It showcases their curiosity, their dedication to improvement, and their ingenuity when it comes to promoting their business. The old site made it difficult to browse and listen to the podcasts. So, I made a few changes:
- I created a "collection" page with every episode listed as a "thumbnail"
- The collection page reveals immediately where you can find the podcast on popular third parties like iTunes, Google Play, and Stitcher.
- I linked each thumbnail to a detail page. Above the fold is a Stitcher embed that lets you play the podcast right away. Or, you can read the article summarizing the podcast.
- Last, I teased the latest podcast towards the bottom of the home page so new users would find it easily.