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10 Must-Have Web Design Features for Chicago Hotels
Boosting Direct Traffic by 314.8%
Global PR software leader Cision had a static, generic brand that failed to reflect its industry dominance. A strategic rebrand focused on visual momentum and immersive storytelling increased direct traffic by 314.8% and doubled returning users.
About Cision
Blacksmith’s comprehensive branding services made Cision brand more distinct and engaging.
Established in the late 1800s, Cision is a premier global provider of earned media software and services. While they are the undeniable market leader in the PR world, their digital brand did not look the part. It felt muted and static, lacking the momentum and innovation that defines the modern media they serve. They needed a brand identity that felt as powerful and forward-moving as their technology.
Services Delivered
To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.
Brand Strategy
Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?
Creative Branding
This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.
UI/UX Design
We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.
The Challenge
Generic Brand Identity
The brand integration relied on generic stock icons, dull color palettes, and unorthodox layouts. This lack of visual energy created a static, flat experience that failed to connect emotionally with visitors or communicate the brand’s industry leadership and vibrancy.
A Fragmented Brand Narrative
A key challenge was the site’s brochure feel. The content was compartmentalized into silos, lacking a cohesive brand story. This problem prevented users from understanding the full value of the Cision ecosystem, resulting in a transactional brand experience.
A Cluttered Digital Presentation
The design relied heavily on repetitive, high-contrast orange CTA buttons scattered everywhere. This visual clutter diluted the visual hierarchy, creating a noisy and chaotic aesthetic that made the brand feel salesy rather than consultative and expert.
The Solution
A Fresh Visual Language
Our branding experts developed a refined color palette and created a comprehensive graphic assets system featuring custom visuals, vibrant gradients, and optimized imagery. This transformed their disjointed pages into a single, immersive brand story that feels premium and intentional from the first click.
A Simplified Layout with Elegant Typography
To fix the generic and unprofessional feel, we deployed a new, professional typographic system. We selected a font family that was both elegant and highly legible, thereby enhancing the overall aesthetic and giving the brand a more premium feel while making it easy for users to access their desired products
Clean Messaging with Visual Hierarchy
We implemented a strong visual hierarchy to guide the user’s attention. We used strategic sizing, color, and placement to ensure that the most critical value propositions were the first things users saw. We also fixed the messaging, rewriting it to be clear, concise, and benefit-driven.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
314.85%
Increase in New Users from Direct Traffic
106.42%
Growth in Returning Users
28.48%
Increase in Engagement Rate
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