The portfolio of a content and design strategist
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Neo Innovation

Helping a process centered agency find its voice.

 

Neo Innovation is a consultancy that creates businesses and digital products in partnership with enterprise organizations.

Using lean methodologies and agile development, they created a ruthless process for product design that differentiated them from typical design or engineering agencies. Despite the uniqueness of their approach, they had a very basic website that did nothing to showcase their fresh approach to product development.

 

PROJECT DETAILS
/client: Neo Innovation, Inc.*
/date: 2014
/role: Content Strategist, Brand Strategist
/disciplines: complete rebranding, content strategy, creative direction, copywriting
/view: neo.com
*Neo was acquired by Pivotal Labs in 2015

 

 
 

The story needed to be authentic

To uncover the story, we took a journalistic approach and interviewed key stakeholders at Neo – those who had founded Neo and helped create its core processes. This helped us identify Neo's core values, which I felt differentiated them from other agencies. We ultimately used these values to guide the framing of the story for the site, as well as the catalyst for our innovative design approach.

 
 
 
 
 

We let the process speak for itself. Literally.

With bold statements leading the way, we created a design system and supporting content to ground the statements, as well as provide a bit of mystery and magic to the viewing experience. Case studies were intentionally in-depth, aiming to shed light on the breadth and uncertainty of product development. We also upgraded the branding to give the company a fresh and modern look and feel.

 
 
Fly-out navigation that gave a zoomed out view of the site.

Fly-out navigation that gave a zoomed out view of the site.

Strong call to actions at the bottom of every content block to encourage an action-oriented reading experience.

Strong call to actions at the bottom of every content block to encourage an action-oriented reading experience.

 
 
I LOVE this site! The statements mixed with the design is so fresh and different.
— Karen, a friend of Neo upon receiving the link to the new site
 
 
Custom illustrations gave the brand a bit of a whimsical feel.

Custom illustrations gave the brand a bit of a whimsical feel.

 
 

SUMMARY: People don't mind reading if the copy has personality.

The site got rave reviews from most for its bold language and strong typography. The sidebar was a fun easter egg that viewers enjoyed. We even made it into TypeWolf as a Site of the Day feature!