Engrain corporate website and brand strategy/development
I spearheaded the redevelopment of Engrain's corporate website, a project that came with its own set of branding challenges. While our audience was well-acquainted with the parent brand, Engrain, they lacked awareness of the individual B2B SaaS/Proptech products such as SightMap, TouchTour, and Asset Intelligence. Customer insights revealed that while there was brand equity associated with Engrain, the specific product brands needed more visibility and recognition. Our task was to elevate the profile of these product brands while leveraging the existing strength of the Engrain parent brand. Additionally, we had to ensure that the website provided distinct and tailored experiences for each product, despite being housed under one platform.
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Brand architecture
Information architecture
Brand strategy
Brand development
Brand Management
Design system development
Website strategy
Webflow
Content strategy
Copywriting/storytelling
Management of design/marketing team & third party contractors
Website development management (agency 3rd party)
Sitemap
To create a great website, foundational plans are key. I was responsible for developing the information architecture for the new corporate website at Engrain.
Baked slices
I was also responsible for the content strategy of Engrain’s new corporate website. Through collaboration with a 3rd party user experience designer, we developed a design system, built on Webflow, that would support content needs for the new go-to-market strategy across the entire product suite.
UI components
I was responsible for the content strategy of Engrain’s new corporate website and worked with a 3rd party user experience designer to develop a design system that would support content needs for the go-to-market strategy across the entire product suite.
Brand Guidelines
Engrain’s refreshed visual brand needed a dynamic home. Leveraging the Brandpad platform, I streamlined the organization of brand assets, ensuring they were easily accessible for cross-functional teams across the company.
SightMap®
Personalize the home search for renters
SightMap transforms apartment hunting with an interactive map and personalized search interface designed for property websites, boosting site engagement and time on page. It's an all-in-one solution for leasing teams and renters, integrating unit, floor plan and map search functionalities. SightMap allows renters to easily self-select their specific apartment, providing transparent pricing and unit details. This user-centric solution optimizes operations, maximizes applicant volume, and reduces conversion time for agents, ensuring a visually compelling leasing process. The result? Efficient leasing cycles, occupancy growth, and a modern, hassle-free experience for renters.
TouchTour®
Experience effortless leasing processes from tour to application with tech- savvy solutions
TouchTour is a smart and interactive touchscreen transforming the leasing landscape for property managers, leasing professionals and renters. Renters can navigate multiple properties, whether in development or established, accessing virtual tours and finding their dream apartment faster. Leasing teams benefit from a streamlined, tech-savvy solution that simplifies tasks at every stage of property development. Elevate leasing journeys with TouchTour’s custom filtering, interactive map experience, and seamless integration with online leasing portals.
Asset Intelligence®
Smart data, smart property decisions
Asset Intelligence is a groundbreaking tool transforming property management for asset managers, operators, and investors. Gain deep insights into property performance, spot opportunities in real-time, and make data-driven decisions with confidence. Elevate property management journeys with Asset Intelligence's intuitive interface, advanced analytics, and seamless integration capabilities.
Messaging frameworks
As part of the redevelopment of the corporate website, I spearheaded the development of new messaging frameworks outlining product positioning, headline product benefits and their key messages. Engrain offers several different products with slightly differing audiences. The frameworks allowed us to keep our messaging consistent across all channels, campaigns and other touchpoints for each product in the Engrain suite.
Engrain product campaigns & collateral
I orchestrated multi-channel marketing campaigns and collateral development across Engrain's product portfolio, collaborating with both internal teams and external contractors to drive product engagement, trial initiatives, upgrades, and beyond.
Engrain social media
These LinkedIn posts illustrate the power of this refresh, creating a consistent and engaging voice across platforms.
