App Architecture

New leadership decided to change the name of the E. Lynn App Architects to “App Architecture.” Along with the name change, the company revamped its entire identity system, including a new logo, business materials and website. The website was a vehicle for the fi rm to announce its new name and identity. The website is viewed by current and prospective customers, partner companies and prospective partners, and by architects from other fi rms nationwide. With all of its rebranding eff orts, and specifi cally its website, App Architecture wanted to overcome perceptions that were uncovered during a research phase. The website project was initiated in February with plans to complete the site in under a month.

Bing Design developed and implemented a contemporary and forward-looking site for App Architecture within the compressed timeframe. In addition to addressing the critical feedback listed above, Bing included in the redesign:

• A brief audit and analysis of key competitor sites.

• Updates to the Information Architecture and navigation strategy to enhance the user experience and make information easy to find and navigate to.

• Analytic tools built into the site for measurement.

• A layer-based structure that enabled the web pages to be print-friendly, which is convenient for users and helps App Architecture to easily include project pages in presentations.

The new site was successful in expressing App Architecture’s new brand and personality. It uses creative elements and unique angles, yet is professional and easy-to-navigate. The site prominently displays the firm’s areas of expertise and its recent works. “Ad buttons” at the bottom of the page provide App Architecture with new opportunities to market the firm, and increase its sophistication in marketing. The analytics also provide App Architecture with valuable information about how visitors are using the site, so they can continue to refine and improve their online presence.