DROGA5.COM
At a top agency, new offerings beckon a new content strategy.
COMPANY
Droga5
SERVICES
Content Strategy
Information Architecture
Content Development
YEAR
2018
—
A bastion of bold ideas, ad agency Droga5 was long overdue for a site refresh. In addition to displaying outdated graphics and an odd navigation model, the site was missing the juicy creative content prospective clients and employees were aching to see. Perhaps more important, featured work skewed largely traditional, and failed to convey the full breadth of offerings the company had been working so hard to build up. But how do you create a fresh experience that honors where you’ve been—and paves the way to where you want to go?
The lay of the land.
We began with a site audit to understand the baseline experience and its key themes. We noticed that “work” had less weight than “people” and “press”, and that the Droga5 brand only made light, sporadic appearances. Externally, we looked for trends, inspiration, pet peeves and benchmarks.
Presenting projects in their strategic context.
In the new site, featured work would be handpicked to showcase a diverse range of capabilities, client types and creative strategies. These case-study-like pages would include background information, behind-the-scenes peeks, quotes from project leads, and achieved results. A new “services” page would clarify the agency’s capabilities while hinting at its secret-sauce-approach. Finally, the “people” section would retire 500+ unnecessary detail pages that had become a maintenance challenge. Extensive cross-linking would encourage exploration throughout the site.
Messaging hierarchies keep teams on track.
Would you start cooking before knowing what you’re going to make? Yet many people jump into asset making without knowing how or if it will make the cut. Page-level content outlines ensure every critical point is made—and in the right order—while streamlining production efforts.
An intuitive taxonomy system future-proofs content.
Part news aggregator, part blog, “news” is the most dynamic part of the site. As such, it called for a robust metadata tagging scheme to support findability and content curation. In discussing publishing goals with the PR team and analyzing the news archives, four themes themes emerged: kudos, thoughts, buzz and updates— our public-facing tags. In the backend, tags such as department, channel and subject prepare new content for the next iteration of the site.