Combined existing market research with competitor analysis, stakeholder interviews and user experience reviews to synthesize a new strategy that included extensive feature requirements tied to business objectives, detailed branding objectives as well as proposed pricing models.
Directed and contributed to new visual identity as well as the user experience and visual design of the new themailbox.com site that provided teachers with the tools they require to teach common core in creative ways.
Conducted user experience testing to ensure the new site appealed to younger teachers less familiar with The Mailbox's legacy while not leaving their existing audience in the weeds.
Wrote detailed brand guidelines to help TheMailbox internalize the new visual identity.
Developed strategy and implementation of a launch campaign for the new site.