IBT Media
Brand Strategy, Content, Website, CMS, UX & UI
Brief
Tasked to revitalise the International Business Times, I helped them increase readership and customer engagement by 100% in just 12 weeks.
Solution
First I created a Brand Strategy (previously nonexistent), working closely with all stakeholders to understand their challenges and IBT’s goals as a major global brand.
Then conveyed the newly defined core values and brand experience across all its different sections. This included… New homepage – Article pages – Picture gallery pages – General section pages – New Editors and writers icons – New IBT Video & podcast channel pages – New Entertainment pages with new weekly competitions (ie: Photoshop tennis, Podcast game…) – Search pages – About us and Contact pages.
From the information architecture to a simple navigation tool, overall photographic style, picture treatment, typography even the more flexible design framework, everything was redesigned from the ground up to reflect IBT’s new Brand Experience Strategy. This included new revenue stream opportunities with every touch point and section of the newspaper.
CRM Problem
As well IBT’s editors and writers used an outdated CRM that slowed their everyday day tasks and made it difficult to track and update new content on their website.
CRM Solution
Embedding myself in the editorial team and consulting with each member, I was able to create a new CRM including article tracking, new tickers, new editorial tools, infographics & search capabilities based on a wide range of inputs.
