Assessing the current site
SingleHop's blog was performing well but we wanted it to perform even better by optimizing the layout and brand, and updating the look. For the new blog we wanted to tell our story and drive and conversions. This brought about: a very personable brand, an updated logo, more organization and filtering, subtle advertising, and a stronger SingleHop presence.
Telling the SingleHop story
Having posts at random like the previous site didn't make sense to me. I homepage sectioned the posts by categories, each category is a part of SingleHop values and products. This guides the user down the page and gives them a sense of what ThinkIT is about before they dive in, and which posts one might be interested in based on section.
Keeping it casual
New logo design included modernizing the logo with a simple word mark, and minimizing the 'SingleHop' presence to be more casual. I utilized the extended color scheme and additional typeface, Antenna to go with the standard typeface, Gotham.
Conversions, conversions! This is what we always talk about in Marketing. For ThinkIT we took a less traditional approach on the ad front. I wanted ads to blend in with posts for two reasons: to not distract from reading, and to entice more clicks.
Being that it is for reading, and highly promoted on social media, working smoothly on mobile, tablet, and in-between was essential. Working with the team we even got the site load speed up, another optimization goal from the previous site.