Work: ChryslerCommercialVehicles.com: Experience Design, Brand Design & Development, Content Creation/Marketing, Film production, Search Engine Optimization
When: 2011-2013
Role: Creative Director; Experience Strategy & Design
Research showed that small businesses were buying more than just trucks for their small businesses and Chrysler wanted to more wholly support the small business customer by letting them learn and shop for five brands (Jeep, Dodge, Rap, Chrysler and Fiat) under one roof.
The organizing idea was to go from "commercial" to "work". Work is an emotional and meaningful word, and hard work is a core American value. It’s what we do everyday—to support ourselves and our families—to put roofs over our heads, supper on the table, and our kids through college. Work is inclusive—it means business and small business and it encompasses America’s entire blue-collar brigade—the millions of hard working men and women who need a reliable, dependable partner to help them get the job done. If customers are thinking about work, we wanted them thinking about a Chrysler brand.
We adopted work as a larger, emotional construct to connect with people on a personal level and create associations with their everyday work life and work vehicle needs. We broadened and strengthened the meaning of Commercial (from a link, a label and a headline), to more specifically align with work, what people do for work and the vehicles they need to do their work and we surrounded the user with powerful, work-specific ‘why buy’ messaging to prove that we get work better than the competition.
The project involved research, stakeholder interviews, heuristic reviews of all retail brand sites, ecosystem mapping, personas & journeys, XD, art, copy, SEO, content creation (film, blog, contests, media gallery) and front-end development. From Boston to Detroit to Colorado to Texas, this project took a team of 5-17 just over a year to complete.
When we were through, the site was noted as the best optimized (from both a development perspective and an SEO perspective) site of all Chrysler brands and the film work took home two hatch awards in 2012 and again in 2013.
