Marketing Architects Homepage
Improve YoY perception scores of Marketing Architects' creative capabilities.
Marketing Architects, 2025
Creative strategy, art direction, design
In our 2024 brand study, audience perception of Marketing Architects’ creative production declined year-over-year. Compounding the issue, prospects cited low creative quality as a top reason for rejecting agencies.
To address this, the Marketing team launched a perception-change campaign built around educational pieces in creative effectiveness.
To support this campaign, I proposed a shift in our homepage creative. I wanted the audience to feel that we’re a creative agency.
RESULTS:
Ultimately, we’ll measure changes in brand perception with a brand study at EOY 2025. The campaign itself was a success, leading to spiked web traffic and hundreds of webinar attendees.
STRATEGY:
Marketing Architects isn’t a regular ad agency. We have an all-inclusive model, where the client pays for media, and everything else is included. Ultimately, this means our clients have to perform for the business to be profitable.
This means we didn’t want to look like a regular ad agency. We wanted to visually align ourselves with agencies known for quality creative and effectiveness. So I turned to recent winners of the Effies for inspiration.
I found common themes, such as visual connections between creative and performance, emphasizing case studies in the hierarchy of the page, as well as a less-is-more approach. I combined these findings with our own beliefs and priorities, including an emphasis on our category and our educational materials.
HOMEPAGE:
Reducing the amount of information on our homepage and investing in design was a big shift. It required selling the idea internally, hashing out opposing viewpoints and collaborating with marketers on priorities. Overall, the new approach visually aligns Marketing Architects with other ad agencies that have a high focus on both quality creative and effectiveness.