CIRCL Studio is a film production agency based in Düsseldorf, Germany. They help clients from various industries like food, automotive and beauty. They create video content that is modern and powerful. The business model grew organically and expanded further into studio rentals and talent placement. They are bold and brave. Their customers want to be a part of that. I had the pleasure of working together with them to redesign the current brand and to deliver a modern and clean website with a great conversion rate.
Pencil & Paper
One of our main goals was to bundle efforts into building a stronger brand. In the past CIRCL had two sites, two social media accounts and it was not very clear where to go to find the right content and services. We had the chance to make it easier for the costumers what the main services were and what else they could get help with. Their Logo had been made by a friend and although it was a good one it had potential to be even better.
We found out that their customer journey needed clarity.
We began with an audit of the brand, web and marketing channels. It was clear that they could unify their channels - developing a more clear vision for the current business structures. The old Social Channels were very similar (in looks and content) so they had a huge potential by merging the two accounts. The two websites they had were very different. The first one was a single page website, with a full screen video showcasing projects. The second one had multiple pages, very long ones, but was not converting and lacked a clear structure. So we also had the opportunity to create one great website and improve the experience for prospect clients.
The old logo has served them very well and was a good one, but from a typographic standpoint it could be improved. It was very fun to show the client what the issues were and they could not unsee the imperfections anymore.
Here a list of the first changes I proposed:
I want to share a part of the process that people normally don't like to talk about. What happens when the client does not agree with a proposed solution? Well, that happened at some point within this project and here are some important thoughts:
In order to bring the logo to a next level, and bring an element of novelty, I went a bit further that the more obvious typographic corrections. I suggested to change the R to a more unusual shape and to make the L a lot more narrow. These changes would make the logo more compact, which would give us the opportunity to be more present when placed with the same width as the old one.
Even though I was very excited about this version (and I was able to get support from the client) the majority of the colleagues voted for the previous version. We discovered during the interviews that not everyone saw the need for a bigger change, and they appreciated the version that were closer to the old logo.
And you know what? That is OK!
Why am I sharing this example? Well, there are some learnings here that we can keep in mind:
Voilà, here you can compare the old and the new.
Invisible changes for most people.
Very subtle changes for a less trained eye.
Indeed obvious changes for you that sticked with me so far! 🙌
We built the new website as a team. I understood what was important for them and as an exchange I got the trust to simply propose solutions. It was a good example of an iterative process. As I mentioned above, the websites were not reflecting all the potential the Studio had to offer, so we addressed that. I am glad we could allign expectations from the beginning and transform these websites into one new and stronger version.
I am very thankful to the team for the fun collaboration. I am a huge fan so please be prepared because I will be referring lots of new clients!