Client Case Study: Alencia Johnson

Project: Personal Brand & Website Development


Alencia Johnson

Named to EBONY Magazine’s “Power 100” list of influential African Americans and PRWeek’s “40 Under 40” list, Alencia Johnson sits at the intersection of activism, progressive politics, and culture change -- fighting for justice and liberation by rooting herself in love for her people. She is a political operative and strategic communications professional with corporate, political and non-profit experience. Alencia advises organizations, brands and individuals on strategies to authentically engage women and communities of color and is a highly sought after thought leader, strategist and cultural commentator.



CHALLENGE


Alencia had a strong professional presence and name recognition, but from a brand standpoint she was in “startup”. With her upcoming personal and professional projects, she needed a professional website to focus her brand and amplify her connection with her audience and future pursuits and partnerships.


OBJECTIVES

  • Establish brand authority and capture the power of personal platform

  • Develop a site architecture and navigation that enable easy browsing and a seamless UX experience

  • Establish SEO foundations for future growth and leverage

  • Implement a fully responsive solution on the Squarespace platform


GUIDELINES & STYLE CONCEPTS


The goal was to personalize a website on the Squarespace platform, with a strong content strategy to support current and future digital marketing activities. The key objective was to use engaging content on landing pages yet create space for a (possible) future blog to drive visitors to a consultation or connect with Alencia about other opportunities. From a style perspective, Alencia’s personal brand is one that is known for being chic and elegant -- and always with a bold red lip.



THE FINAL PRODUCT


Alencia’s website immediately connects with visitors, inviting them into her story and her passions. The site functions as both a promotional asset for her work and as a lead generation tool for her future endeavors. Check out her site here!






A few of the services included:

Information Architecture - Content Strategy - UX & Prototyping - Website Design - Brand Identity - Visual Elements - Brand Essence - Purpose + Positioning

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