Spona’s Project Highlights 2023
This year, all of our agencies did such a brilliant job with their projects that it was difficult to choose the most outstanding ones. Nonetheless, here are some of the projects that made a particular impression on us in 2023. From iconic brands like Starbucks, Mercedes, and Red Bull, to transformative projects with Marvel, UNICEF, and Lenovo, each case study provides amazing insights, as well as some key takeaways.
Starbucks
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SMITHRAIS NYC helped Starbucks rebrand from a traditional coffee company to a global provider of luxury experiences. They focused on creating a minimal visual language, centered around the core concept of "The Moment of Connection," which was applied to Starbucks locations worldwide. This approach not only transformed the look of Starbucks but also earned SMITHRAIS NYC multiple awards, including the ReBrand 100 Award and the Good Design™ Award. Their strategic and creative approach demonstrates how a rebranding effort can exceed global recognition challenges and exceed consumer expectations.
Key Takeaways
The biggest takeaway from this project was the power of adaptation. By keeping things simple and following contemporary design trends, the minimal visual language really stood out. We were impressed with the pattern system that brought "The moment of connection" to life, creating a consistent and unified brand experience for Starbucks worldwide. SMITHRAIS NYC's holistic approach, integrating visual narrative, brand guidelines, and strategic planning, was truly a masterclass in successful rebranding. We should all take inspiration from this and keep pushing ourselves to innovate and grow.
Mercedes-Benz
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The marketing team at Intercounty Truck & Van, a Mercedes-Benz franchise, partnered with CB Web Design to revamp the franchise’s website and enhance its visual appeal. As Mercedes-Benz has specific brand guidelines, it was important to maintain Intercounty Truck & Van's identity as a recognizable franchise. CB Web Design incorporated the iconic Mercedes-Benz logo, fonts, and colors throughout the entire website, along with a range of Mercedes-Benz images and custom icons. The design solution included WordPress development, smooth WooCommerce integration, engaging interactive effects, API integration, and reliable web hosting.
Key Takeaways
How can you create something amazing while following strict brand guidelines? Well, the brand guidelines of Mercedes-Benz served to make the project more interesting. They ensured that Intercounty Truck & Van maintained its distinctive identity. By integrating Mercedes-Benz’s iconic logo, fonts, and colors throughout the site, the collaboration achieved a cohesive brand experience. The design enhancements, featuring Mercedes-Benz images and icons, exceeded expectations and brought new life to the website. This successful partnership exemplifies how following brand guidelines and incorporating innovative design elements can lead to an amazing digital presence.
Red Bull
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Go-Globe
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Red Bull partnered with Go-Globe to redesign the drink manufacturer’s website, with a focus on providing a user-centric experience. The new site design has been optimized for various devices and screen sizes and features interactive elements such as social media integration and live event streaming to encourage user engagement. The website also allows for e-commerce, making it simple for users to purchase Red Bull products. Through techniques such as image optimization and code minification, the website is optimized for performance and showcases Red Bull's wide range of content. The redesign is a testament to Red Bull's commitment to providing an engaging and captivating online experience for their users.
Key Takeaways
Red Bull's newly redesigned website is a total game-changer! The site is now more user-friendly than ever, making it easy to explore its awesome content on extreme sports, music, and culture. The site also makes it easy for the company to engage with its fan community through interactive features such as social media integration and comment sections. Red Bull has continued to gather user feedback and make iterative improvements following the launch, which only demonstrates why the project was so successful. The key to a successful website redesign is putting the user first and focusing on enhancing their experience, showcasing amazing content, and encouraging engagement. Go Global nailed it with seamless e-commerce integration and performance optimization, ensuring that visitors have a smooth and satisfying experience every time they visit Red Bull’s website.
Pepsi
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Conduit Digital worked with Pepsi to improve the drink manufacturer’s hiring process for three key positions. They created a new national brand and implemented an efficient recruitment approach. Through a three-month trial in ten markets, they refined processes, tested strategies, and prepared for high-demand seasons with a recruitment approach that adhered to stringent marketing standards. The team established customized campaigns tailored to individual job roles and utilized unique channels for every campaign. They targeted specific strategies in each channel to minimize waste and gain local insights. By innovatively using geo-fencing around closing retailers, as well as offline conversion data, they were able to monitor not just the number but also the quality of applicants.
Key Takeaways
Pepsi and Conduit Digital showed how working together on a recruitment campaign focuses on refining job profiles, following recruitment marketing standards, and using hyper-local strategies to engage potential candidates. By integrating offline conversion data and closely monitoring applicant quality, the campaign resulted in significant recruitment savings, reduced employee turnover, and a high ROI. The project showed the benefits of strategic collaboration and innovative approaches to recruitment marketing.
Marvel
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Tonic3 partnered with Marvel to create a groundbreaking virtual reality store that enhances the shopping experience for fans. With a user-centric approach, Tonic3 did extensive discovery, prototyping, and usability testing to create a virtual store that's more than just an online catalog. It's a place for fans to explore, interact with products, and make informed choices. To drive engagement and increase ROI, Tonic3 introduced a treasure hunt game. The virtual store's easy-to-use CMS allows clients to update content, images, and products instantly, transforming the digital retail landscape.
Key Takeaways
When Tonic3 and Marvel teamed up to create an immersive virtual reality store, it revolutionized the online shopping experience. By immersing users in a world where they can interact with products and virtual salespeople, Tonic3 bridged the gap between physical and digital shopping. They added a treasure hunt game to boost engagement and drive higher returns on investment. With a user-centric design process, Tonic3 ensured a seamless and user-friendly experience. The web virtual reality platform allows businesses to tailor their digital space to their brand identity, providing hyper-personalization and virtual reality training. This case study shows how immersive technologies, UX-centric design, and data-driven decisions can be accessible to businesses of all sizes.
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UNICEF
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Now let's talk a little bit about good causes! When UNICEF USA teamed up with Sandstorm to create a new digital experience, they wanted to showcase their impact on children's lives and encourage donations. Sandstorm improved the website's user experience with A/B testing, standardized page layouts, and better navigation. They also streamlined the administrative experience to make content publishing and cross-referencing easier. The result? A beautiful, easy-to-use website that aligns with UNICEF USA's brand vision and looks great on any device. Thanks to Sandstorm's help, UNICEF USA is now better equipped to improve the lives of children around the world.
Key Takeaways
We are more than excited to talk about the collaboration between UNICEF USA and Sandstorm that resulted in a beautiful, effective digital experience. By aligning the website with its updated brand vision, UNICEF USA has been able to raise over $35 million! Sandstorm's strategic consultation led to improved navigation and streamlined content entry, optimizing the user experience. This case study highlights the importance of embracing updated technologies and aligning digital platforms with organizational goals for successful nonprofit web transformations.
Ford
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BitX and Takeaway Reality
About
BitX and Takeaway Reality are sister agencies that joined forces with Cinco, the agency managing the partnership between Ford Canada and the Montreal Canadiens hockey team. Together, they came up with a solution to create an online dimension for their sponsorship during the COVID-19 pandemic. They created a 360-degree immersive web space that combined a variety of experiences, including augmented reality experiences, games, quizzes, and a virtual item store that allows users to win real merchandise. The entire experience was accessible through mobile devices and the Canadiens website, ensuring a seamless user experience. The fans loved it, and the architecture was even used in other projects later, including an experience for the Edmonton Oilers.
Key Takeaways
This one got us all excited! The Montreal Canadiens hockey team, Ford Canada, and experts from the metaverse BitX and Takeaway Reality came together to create a truly perfect virtual experience. With in-person activations on hold, they brought fans closer to their favorite team than ever before. That's why we should all look at the example this amazing collaboration gave us. They created a 360-degree immersive web space, offering a virtual walkthrough of the Canadiens' stadium that you can access from anywhere. Plus, they introduced augmented reality experiences, games, quizzes, and even a virtual store where you can win real merchandise. The positive fan reaction speaks for itself!
adidas
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Division 4 Vision partnered with Adidas to renovate their merchandise store in Rijeka, Croatia, with a focus on attention to detail and localization. The project included store branding, layout analysis, in-store branding, and concept and design of the shop window. The team worked closely with artist Pekmezmed to create original illustrations that showcased symbols of Rijeka and the brand's values. They also designed fitting rooms and dwell spaces, and adjusted global layouts to fit the specific environment of the shop. To celebrate the store opening, they organized a marketing activation in the form of a sporting treasure hunt. The project was a success, resulting in a unique and localized shop corner that stands out and entices customers.
Key Takeaways
Division 4 Vision faced a huge challenge when it came to aligning every element of a store branding project with the brand's high standards and guidelines. But they pulled it off by paying attention to every detail, from selecting the right plants for the shop environment to supervising material production and assembly. The localization aspect, with original illustrations depicting Rijeka's symbols and Adidas values, gave the store a unique and culturally resonant character. This approach is worth considering for anyone working on similar projects. Division 4 Vision's ability to blend creativity, localization, and strategic marketing in retail design endeavored a resounding success.
Lenovo
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The Woo agency created a 360-degree campaign for Lenovo's newest gaming PCs, targeting a diverse, multilingual global audience of gamers. The goal was to increase awareness and sales for the product launch. The campaign exceeded expectations, achieving a 12% lift in purchase intent, a 70% surge in interest, and a 45% increase in sales, establishing itself as one of ESPORTS' standout ad campaigns of the year. Woo's strategic and creative approach met the campaign's objectives, leaving a lasting impression on the gaming industry.
Key Takeaways
This collaboration showed us the success of a global, multilingual strategy that resonated across diverse audiences. The campaign's 360-degree approach, spanning awareness to sales, proved instrumental in exceeding benchmarks and expectations globally, earning recognition as one of ESPORTS' best ad campaigns of the year. The Woo agency showed its ability to not only meet but surpass campaign objectives. Coupled with industry awards, this achievement reinforces the importance of a holistic marketing approach, setting goals, and achieving measurable success in capturing audience attention.
H&M
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Good Kids and H&M Canada partnered with one another to create an unforgettable pop-up experience for the Isla Hennes Spring/Summer 2023 collection at the Eaton Center. The event was strategically crafted to surprise and delight customers. Promotional material and an email campaign hinted at what was to come. Visitors were transported into a world of eco-conscious design through a photo booth featuring native flora. Sustainable elements of the collection were repurposed throughout the store. The result was incredible, with nearly 20,000 impressions, 991 engagements, and 495 sessions over the Easter weekend. Good Kids's innovative approach, merging creativity and strategy, not only resonated with customers but also aligned with H&M's sustainability goals, making the Isla Hennes campaign an unqualified success.
Key Takeaways
An example everyone should follow! Good Kids and H&M led by example by incorporating sustainability into every aspect of their campaign, from booth materials to repurposed designs. This approach resonated with customers and underscored H&M's commitment to environmental responsibility. But they didn't stop there. They also offered incentives, such as free Isla Hennes tote bags with randomly inserted gift cards, adding an extra layer of excitement and encouraging customer participation. The campaign's measurable results, including impressive engagement metrics, demonstrate its tangible impact.
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Founder & CEO, Group 8 Security Solutions Inc. DBA Machine Learning Intelligence
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