Turnkey
Intelligence
Scoring Big: A Bold Digital Redesign for the Future of Sports Analytics
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Keeping the sports experts in the digital game
OVERVIEW:
Turnkey Intelligence is the leader in sports industry intelligence, providing data-driven research and advisory services for sports leagues, teams, venues, and brands. Fresh off an acquisition with seconds on the clock, I was brought in to be part of a team that helped these experts in sports and entertainment research score big by improving their digital game. MarketCast Group reached out and wanted to showcase a fresh new look for its newly acquired Turnkey Intelligence, bridging the two teams with Marketcast’s newly updated branding and design. To support this effort, I was able to step in as Creative Director and help outline and design a new fresh take on the company’s microsite landing page that would keep these experts in the digital game.
READ TIME:
4 Minutes (approx)
CLIENT:
Turnkey Intelligence
MarketCast Group, LLC
INDUSTRY:
Entertainment / Sports
BASED OUT OF:
Philadelphia, PA, U.S.A
PROJECT TYPE:
- Digital Marketing
- Web Design
MY ROLE(s):
- Creative Direction
- Social Media Content
- Visual Design
- Website Design
EXPANDING THE EXPERIENCE
Outlining the game plan for the Turnkey team
The main objective of the Turnkey website migration was to expedite the redesign process and seamlessly integrate it into the MarketCast Group architecture. This merger was critical in showing the target audience that the consolidation was completed. While a more formal migration was underway, it was unanimously agreed to use WordPress and create a new microsite with a redesigned brand image. The original Turnkey website suffered from a lack of design authority, resulting in a lackluster and outdated appearance. Its busy layout and excessive use of visual graphics that lacked context and relevance to the site’s content and goals hindered its ability to effectively convert and inform users. By reorganizing the content and implementing a new portal login, the website was successfully modernized, enhancing the overall brand positioning.
One of the critical challenges faced was bridging the existing components of the MarketCast site with the new design system without compromising on visual integrity or brand cohesiveness. This appeared to be especially challenging, as their component structures were not structured flexibly. To tackle this issue, I proposed that we develop the site using WordPress, which offers us more design flexibility than the current CMS platforms, as they would soon be migrating to MarketCasts parent CMS shortly. This would allow us to create a dynamic visual experience that aligned with the new brand identity and expedite the overall project timeline.
The redesign focused on enhancing user experience through dynamic visuals that go beyond mere aesthetics. We intentionally leveraged key visual elements and incorporated updated brand identity across every page of the site. By choosing WordPress as our platform, we were able to create a cohesive brand translation that seamlessly bridged existing components and opened up new horizons for unleashing the full potential of the site’s design system.
DYNAMIC STRATEGIES
Elevating user experience with living dynamic visuals
As we embarked on the visual transformation and rebranding of the site, our objective was to create a unique visual experience for users. We placed a deliberate emphasis on incorporating immersive visual elements throughout the new website design. From journey line strokes outlining the page to motion graphics of footballs headed toward the goal zone, we utilized key visual elements from the MarketCast Group brand identity to create depth and movement that engages and captivates users.
In addition to incorporating visual elements, it was vital for us to ensure that the new brand identity was carried throughout every page of the site. I utilized the updated color palette, typography, and striking imagery to design layouts and components that provide flexibility when expanding the site map with new content.
THE SOCIAL GAME
Unleashing the power of connection
In today’s digital landscape, social media has become an integral part of our daily lives. Recognizing its immense potential, we made sure to leverage social media integration as a cornerstone of the newly designed Turnkey website. This strategic decision not only resulted in a significant increase in organic traffic but also transformed user engagement and boosted brand awareness.
In addition to incorporating visual elements, it was vital for us to ensure that the new brand identity was carried throughout every page of the site. I utilized the updated color palette, typography, and striking imagery to design layouts and components that provide flexibility when expanding the site map with new content.
As we embarked on the visual transformation and rebranding of the site, our objective was to create a unique visual experience for users. We placed a deliberate emphasis on incorporating immersive visual elements throughout the new website design. From journey line strokes outlining the page to motion graphics of footballs headed toward the goal zone, we utilized key visual elements from the MarketCast Group brand identity to create depth and movement that engages and captivates users.
In addition to incorporating visual elements, it was vital for us to ensure that the new brand identity was carried throughout every page of the site. I utilized the updated color palette, typography, and striking imagery to design layouts and components that provide flexibility when expanding the site map with new content.
WINNING THE GAME
And the fans go WILD!
The new Turnkey identity transformation and website was a major success when it joined teams with MarketCast. Putting on the new brand uniform over the previous site allowed the site to take on a whole new matured look and identity and the new inbound traffic was off the charts. The launch was celebrated as a success by all stakeholders of the MarketCast Group after the site was debuted at Sports Business Week.
PROJECT CONCLUSION
Transforming Turnkey: The Power of Branding and Design
Over the course of the project, our team undertook a comprehensive redesign of Turnkey’s website, focusing on enhancing user experience, improving visual design, and harnessing the power of social media integration. By rebranding and revamping the website to unify with MarketCast Group, we successfully transformed Turnkey into a dynamic and engaging platform that effectively connects with its target audience.
We approached this project with a user-first mindset, aiming to create an immersive and personalized experience for every visitor through targeted paid media marketing. We also prioritized visual design, utilizing dynamic visual elements that engage users and encourage them to explore the website further. We strategically integrated social media platforms, incorporating sharing buttons, and real-time feeds which resulted in increased organic traffic, higher user engagement, and boosted brand awareness.
While the website redesign will be a short lived temporary solution, the redesigned website had seen significant improvement in metrics like user engagement, conversion rates, and overall site performance. The new design and branding system effectively translated Turnkey’s message, goals, and values, while the social media integration helps drive traffic and create a stronger connection between Turnkey, MarketCast Group and their target audiences.
In conclusion, the Turnkey project showcased the power of branding and design, demonstrating how a comprehensive visual transformation, combined with social media integration, can significantly improve user experience, drive organic traffic and engagement, and boost brand awareness.
CLIENT
MarketCast Group, Inc
Turnkey Intelligence, Inc
industry:
Sports & Entertainment
ROLE/SERVICES PROVIDED
Creative Direction, Website Design, Social Media Content, visual Design
WHAT'S NEXT?
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