Technical Assent’s mission is to redefine the future of government-provided services for all U.S. citizens. They offer solutions that are intuitive, easy-to-use, and, as a result, reinforce citizens’ trust in the government as a force for good. Built on a deep understanding of what it takes to drive transformational change, their human-centered approach tackles the biggest challenges facing the government today. But despite these lofty goals, Technical Assent still faced a host of challenges.
Technical Assent had hired marketing agencies in the past but had been left deeply disappointed. They needed help figuring out how to better articulate who they are, what they do, and exactly how they go about doing it. But in a government services world full of large consulting firms and niche boutique agencies, Technical Assent is a “Goldilocks” firm offering the best of both worlds. They bring all the knowledge and experience of a large consulting firm to its clients while still providing the kind of personalized service boasted of by the boutiques.
How could they quickly and pointedly tell potential customers about their firm? Taoti rose to the challenge, by implementing a tried-and-true process for helping them get there. We avoided repeating previous mistakes by being exceptionally clear about our process, what we could deliver, and why. We created a new visual identity, including a logo, a style guide, and brand collateral; developed core messaging for them, including Mission and Vision Statements to help guide content development and designed a new Webflow website.
The process began with an in-depth kickoff meeting, marketing audits, and stakeholder interviews. This was coupled with a comprehensive landscape analysis to gain insights into customer perceptions and the competitive environment. Leveraging the insights gathered, Taoti’s graphic designers embarked on creating a new visual brand identity. The collaborative process led to the selection and refinement of a concept that resonated with Technical Assent’s ethos, culminating in a new logo mark accompanied by comprehensive brand usage guidelines.
At the same time, Taoti’s copywriters and content specialists worked in parallel, using the same insights that informed Technical Assent’s design evolution to craft very thoughtful and precise Mission and Vision Statements that would anchor all the new content. These statements served to function as “lenses” through which all potential content could be viewed. By driving these design and content stakes into the ground early in the process, we enabled Technical Assent to demonstrate their relentless focus on Customer Experience without ever straying from the core of who and what they are. Now the space they occupy is truly their own, and distinct from any of their competitors’.
How Marketing and UX collaborated:
In parallel, UX designers mapped out the information architecture, ensuring the new website would deliver content intuitively and efficiently. Visual designs, reflecting the new brand identity, were created for the homepage and for critical top level pages.
Using Relume components, we streamlined our wireframing process and quickly moved into visual designs and created our latest Webflow site build, incorporating custom and open-source features to ensure stability and the ability to develop well-composed content that met TA’s unique needs. Most importantly, having content, design, and development happen as intertwined and concurrent processes enabled us to deliver a site that’s not only clear, functional, and easy to navigate, but also enabled us to craft accurate language without being jargon-y, and specific to the client’s mission. Even more straightforwardly, it created the ability for us to create a voice for Technical Assent in addition to the site that houses and delivers it. Following rigorous quality assurance testing, the site had a successful launch (and again, this all under 4 months!).
Taoti’s holistic approach not only redefined Technical Assent’s brand identity and digital presence, but also set a new standard for collaborative, insightful marketing strategies. We did this by listening to our client’s unique needs, utilizing innovative problem-solving techniques, and crafting clear, compelling brand messaging and design.
Our success is clearly reflected in the data. The “Capabilities” page experienced the most significant increase, with page views soaring by 75% compared to the previous website. Other key improvements include enhanced average engagement time and a rise in engaged sessions, reflecting a more captivating user experience overall.
