After months of work, we’re thrilled to announce the launch of the new Levi’s microsite on macys.com. Until now, the Levi’s brand had been represented by a series of static banners that bore little relation to one another, or the brand as a whole.Our challenge was to leverage the Levi’s brand and develop a more engaging user experience. After conducting a thorough audit of the Macy’s web site we identified several key opportunities and then:
Designed a Levi’s-branded microsite, which incorporates Levi’s brand imagery and builds on current marketing and advertising campaigns
Built an immersive interactive experience that brings the Levi’s brand to life, while presenting consumers with an array of attractive products
Incorporated interactive fit details as well as video and voting functionality
Integrated the Macy’s database into the microsite, creating a seamless, brand-based shopping experience (with a projected increase in online conversions of up to 30%)
The microsite is part of our ongoing work with Levi’s as we help them to deliver a consistent brand message across their major retail accounts.
Today we launched an innovative new blog for Purcell Murray, helping the appliance distributor to fulfill its online marketing strategy and leverage the incredible content the company produces.
Featuring video, recipes and an array of cooking tips and techniques, the blog helps to position Purcell Murray as a trusted advisor for the anyone serious about finding the right appliances for their home.
The blog also gives the company’s SEO results a massive boost, with daily updates that keep them high up the organic search rankings, and keep users coming back time after time. While the blog represents just a fraction of the integrated marketing work we have done for the firm, it highlights the importance of using new technologies to capitalize on existing strengths.
This month we designed the latest Levi’s SilverTab catalog, bringing the sub-brand into line with Levi’s national marketing efforts.
The 16-page, Fall 2010 catalog features product and brand-focused imagery, promoting this premium line of denim to retailers across the country. The catalog marks a year-long collaboration between Iron and Levi’s as we help the global denim manufacturer to present a unified brand presence across its major retail accounts.
As an international marketing force, Specialized adheres to exacting brand standards. However, many of its product lines need to have a life of their own. The Designs for Women section of the company’s web site embodied the challenge – the need to separate the offering from a male-dominated brand backdrop, while maintaining enough consistency to leverage the basic brand values.
The Solution? By making subtle design adjustments, we set the Designs for Women section apart from the rest of the site. And by prominently featuring bold, empowering visuals and copy, we made the female target feel welcome.
This month we published the latest in a series of interactive maps designed to reconnect city dwellers with some lesser-known but action-packed urban parks. The latest map – a collaborative effort between The Trust for Public Land and The North Face – is the second installment in an ongoing effort to help city dwellers enjoy nature without having to leave town. The map features the five boroughs of New York and includes over 20 parks.
The maps can be viewed at Planet Explore, The North Face’s online community designed to help individuals and families learn about and participate in outdoor activities and events in their area.
This week, while at the San Francisco Convention & Visitors Bureau 99th annual luncheon, we found out that our Art SF 08 campaign won the CTTC’s Tourism Marketing Excellence Award.
The campaign, which showcased the city’s incredible summer of art, featured national print ads, online banner ads, a micro site (above), rack cards and posters throughout SFO. We’re always thrilled when industry insiders recognize and reward great work. A huge thanks to Lynn Bruni and the rest of the marketing team at the SFCVB for bringing us on and making this happen!
This week we found out that one of our logo designs is to be featured in the first edition of the brand new LogoLounge Master series book, titled Initials & Crests. The release date for the new volume is February 2010.
The featured logo is for the Feld Institute, a seminar-driven organization training attendees to improve individual aspects of their lives by understanding how those aspects fit into the larger whole. The logo itself embodies the ideas of integration and balance, and recalls the origins of those ideas, in eastern philosophy. We’re looking forward to seeing the new book when it comes out next spring!
When you live in San Francisco, it’s easy to get complacent about the incredible outdoor opportunities that surround this fabulous city. With the Headlands to the North, Tilden Park in the East, the Santa Cruz mountains to the South, and Ocean Beach to the West, option paralysis can set in. Not to mention, we’re often easily seduced by our world class restaurants and entertainment offerings.
The problem is, we are just not getting out into nature as much as we should. In fact, there’s clear new evidence that says that children who play and explore outdoors feel less stressed and may develop more confidence and greater social skills. It’s just that problem The Trust for Public Land and The North Face wanted to address. How do we get people out into nature again?
The two organizations came together and decided it’s high time someone promoted the incredible diversity of local parks and outdoor spaces, right here in the city. And so Iron was commissioned to write and design the “San Francisco Urban Nature Guide: 2009.” This handy pocket map features nine of the city’s lesser-known, but fun-filled parks, with suggestions on how to make the most of our time in the great outdoors. The guides are free and being distributed through The North Face stores this summer. It’s time to put on a pack and hit the park!
This week the Boys & Girls Clubs of San Francisco launched their new web site which we designed and helped to develop over the past 6 months. The site is intended to provide a more interactive, informative and user-friendly experience and is filled with great information about the Clubs and programs, their important partners and some history of the Clubs in San Francisco. Check out some of the following NEW features we designed into the site:
Sophisticated back-end development allows the site to act as a key fundraising and marketing tool
Integrated CMS gives the client complete control over the content of the site
Revised look and feel ensures consistent brand implementation
Improved and easy-to-use online giving feature, complete with corporate match information and options for recurring gifts
The option to sign up to learn more and receive an e-newsletter
Extensive new photo galleries
It was a privilege to work with such an important organization. Our goal was to redevelop the site as an engaging and dynamic communication channel, ensuring the look and feel meshed perfectly with the organization’s re-brand. Take a look and let us know what you think!
Yes, we’ve said radio is not the obsolete medium you think it is. But actions speak louder than words. We just finished work on a new campaign for On The Fly – a San Francisco Men’s store (listen to our favorite spot below). And the spots make one point we’ve overlooked in our previous posting: 30 seconds is as good as 60. A few years back, radio made a marked shift away from the 60 second spot, and toward the 30 second spot. Agencies went into an uproar, claiming they wouldn’t have time to tell a story and engage the audience, which would result in diminished results.
But this was a symptom of an age-old advertising problem: good radio is hard to do and it doesn’t have the portfolio cache that TV does. So the hardest thing to do well always falls to new, less experienced writers. In other words, most agencies aren’t very good at radio in the first place – and the need to do it in half the time has simply shined a light on that fact. On the other hand, agencies that specialize in the “theater of the mind” are more in demand than ever.
Our challenge was to leverage the Levi’s brand and develop a more engaging user experience. After conducting a thorough audit of the Macy’s web site we identified several key opportunities and then:
This week, while at the 
The campaign, which showcased the city’s incredible summer of art, featured national print ads, online banner ads, a micro site (above), rack cards and posters throughout SFO. We’re always thrilled when industry insiders recognize and reward great work. A huge thanks to Lynn Bruni and the rest of the marketing team at the SFCVB for bringing us on and making this happen!
This week we found out that one of our logo designs is to be featured in the first edition of the brand new LogoLounge Master series book, titled Initials & Crests. The release date for the new volume is February 2010.
When you live in San Francisco, it’s easy to get complacent about the incredible outdoor opportunities that surround this fabulous city. With the Headlands to the North, Tilden Park in the East, the Santa Cruz mountains to the South, and Ocean Beach to the West, option paralysis can set in. Not to mention, we’re often easily seduced by our world class restaurants and entertainment offerings.
Yes, we’ve said radio is not the obsolete medium you think it is. But actions speak louder than words. We just finished work on a new campaign for On The Fly – a San Francisco Men’s store (listen to our favorite spot below). And the spots make one point we’ve overlooked in our previous posting: 30 seconds is as good as 60. A few years back, radio made a marked shift away from the 60 second spot, and toward the 30 second spot. Agencies went into an uproar, claiming they wouldn’t have time to tell a story and engage the audience, which would result in diminished results.