Archer Education

When Archer Education acquired Circa Interactive, they initiated a full rebrand of the new combined agency.

We needed to decide what the next evolution of their brand would look like, while still honoring each agency’s history and roots in the industry. Keeping stakeholders from both agencies happy was key.

To make things even more challenging, teams across the two agencies were working together for the first time, which meant we were negotiating new processes and breaking down silos in real time.

We had three goals: establish the new brand identity, create a comprehensive digital strategy, and build an entirely new user-facing website.

To kick off the content strategy process, I led discovery meetings with key stakeholders from both agencies. I established a new information architecture for the website, created a site map, and outlined the key goals and priorities for each page.

Working closely with the creative team, I translated the agency’s new brand positioning into a compelling voice and tone.

I then worked with a team of writers and editors to bring our new content to life. Any piece of content I didn’t write myself, I edited and revised, making sure every heading, paragraph, and CTA aligned with the brand, stakeholder objectives, and overall content strategy.

Throughout the project, I also collaborated with engineers, front-end developers, UX designers, and graphic designers to ensure our work was strategically and creatively aligned at all points. This cross-team approach allowed us to work in a more iterative and responsive way, and ultimately resulted in a more successful finished product.

The final site—complete with all new branded content and optimized for user experience—launched four days ahead of schedule.

Even better, the site saw an immediate increase in traffic, which led to new contracts for the agency.