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Film Production House Website Revamp &

Brand Identity Definition 

MCM Productions

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MCM Productions

ROLE

TEAM

CLIENT

Pro bono consultant: UX Research and Design, Brand Identity

MCM Marketing Team, MCM Executive Management

6 months

TIMELINE

OBJECTIVE

MCM is a production house located in New York City. They offer various pre-production, production and post services and wanted to revamp their website to showcase one-stop-shop capabilities while improving their visual brand identity. 

 I collaborated with the MCM Marketing team to research and develop a uniform brand appearance. Additionally, I conducted UX Research to determine how to position MCM's website to attract more traffic, while also providing strong brand visuals and a cohesive brand narrative.

PROBLEM STATEMENT

How might we redesign MCM's digital presence to:

  • Effectively showcase full-service production capabilities?

  • Establish a distinctive brand identity?

  • Enhance website engagement and client acquisition?

KEY ACCOMPLISHMENTS

  • Partnered with marketing team to define brand strategy and develop messaging highlighting MCM's unique value proposition

  • Conducted UX research to optimize website architecture, showcasing MCM's full-service production capabilities

  • Delivered high-fidelity website designs that elevated MCM's digital presence and strengthened brand storytelling

Project Process

RESEARCH

Interviews

Takeaways

BRAND
DEVELOPMENT

Personas

Visual Identity

DESIGN
CONCLUSION

Sitemap

Wireframes

Hi Fi Mockups

Brand Book

RESEARCH

Interviews

I conducted remote interviews with external client and internal employee users to guide MCM's brand identity development and website revamp:

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RESEARCH

Key Takeaways

Through comprehensive team analysis, we identified the strategic direction for both brand identity development and website redesign to effectively engage MCM's target audience

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BRAND DEVELOPMENT

MCM's Creative Collaborators: Personas

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BRAND DEVELOPMENT

Developing MCM

I facilitated a brand discovery workshops leveraging word association techniques to distill MCM's core identity and messaging strategy.

I created four unique visual identity systems, with the 'Retro' direction selected by executives to anchor MCM's brand foundation.

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DESIGN

Full-Service Vision: MCM's Site Architecture and Initial Wireframes

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I implemented mega menu architecture to efficiently organize and display MCM's comprehensive service offerings within the navigation system.

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DESIGN

Final Designs: Balanced Brand Identity

with Streamlined Service Architecture

MCM Initial Home Page

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MCM Homepage Enhancements:

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  • Hero image optimization: Dynamic production environment emphasizing creative expertise

  • Strategic CTA placement with clear value proposition

  • Visual hierarchy highlighting core brand pillars: storytelling, collaboration, excellence

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I used a hover mega menu to show MCM's breadth of services

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Moving from low fi mockup to final design, I simplified the screen by removing text below each headline

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I included more text blocks and buttons to take the user to sign up pages to work with MCM.

CONCLUSION

Setting the Stage

My role with MCM focused on establishing core user insights and translating them into comprehensive design solutions, including high-fidelity mockups and strategic brand guidelines. 

Though the final implementation would later take a new creative direction, the user research, strategic framework, and design thinking from this phase provided valuable insights into MCM's audience and objectives.

Success factors:

  • Created visual system balancing professional excellence with brand warmth

  • Developed solution for complex service offerings through intuitive mega menu

  • Successfully translated user research into actionable design strategy

Challenges:

  • Navigating diverse stakeholder opinions about website scope and content

  • Reconciling opposing user preferences: some advocated for minimal services display while others wanted full offerings

  • Building consensus between management vision and user preferences

Future Considerations:

The project would have benefited from clearer parameters and scope definition in the initial phase. Setting more concrete expectations early on would have streamlined the decision-making process and better guided the team's efforts.

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