Fluke Brand Center

Research

Brand Center Objectives

• Central repository for all things brand related
• Central repository for design and content team to house team information 
• Establish a formal internal corporate wide brand center
• Help empower employees, especially marketing, to advocate for the brand
• Create awareness around brand importance
• Use as an onboarding tool for new hires to familiarize themselves with the brand

Customer (internal) needs

• Single location where employees can find brand guidelines and brand related assets
• Easy to navigate
• Ability to easily maintain and keep up-to-date
• Understand why maintaining a brand is important

Strategy

• Use Adobe Xd to prototype
• Use Ceros to build
• Split site content into two buckets: 1) Design and Content team specific, 2) Everyone else
• Experimentation mindset: Start off small, launch, gain feedback, then improve as necessary

I approached the Brand Center with an experimentation mindset because something like this had never been done before within the company. The strategy was to start off relatively small, including the essentials most relevant to the brand, Design, and Content teams, and then expand from there as more individuals got exposed to this resource and provided feedback.

The broad architecture of the site was to divide it into two parts: The primary part for internal stakeholders looking to educate themselves on brand guidelines and find brand related assets (such as logos); the secondary part specific to the Brand Team composed of the Creative Services and Content teams. I wanted to keep the main Nav simple so that internal stakeholders would not be confused, so I nested both Creative Services and Content team pages within the Brand Team main Nav item. Initially, there were only three main Nav items: Fluke Brand (overview), Resources, and About the Brand Team. 

From a build perspective, I prototyped the site within Adobe Xd for two reasons. The first was because I was familiar and comfortable using Xd to prototype, so it enabled me to work more efficiently to get my ideas laid out. The second was because Ceros is a subscription based platform, so if our team were to ever cancel our subscription, we’d still have a prototype to reference for another build. 

Once prototyped and approved within Xd, I did the actual site build within Ceros to create a better end-user microsite experience. 

Solution

• Fully interactive microsite built in Ceros
• Ability for Creative Services to easily update
• Implementation of surveys and feedback CTA to gain feedback
• Contemporary aesthetic and UI
• All Opco (operating company) brand guidelines in one location

The Ceros platform allowed me to design a fully interactive microsite with micro animations, transitions, and effects which helped to create a contemporary website that could easily be updated by my team (Creative Services). 

The Brand Center became a one-stop-shop for all Fluke operating company brand guidelines, brand assets, and other useful information related to Fluke’s brand story. It also became a useful resource for project initiation within Fluke’s Commercial Marketing Team. As a result of user feedback, we implemented a Request Project page for all internal personnel to use. Historically, project initiation was unclear because of the many different venues various teams used. This page became a single source of contact for all of Fluke’s commercial team’s project request forms. 

In addition to the Send Feedback CTA on the site, we implemented quarterly surveys for the Brand Center by placing pop-ups on the site, sending out email correspondence, and utilizing our internal newsletter to expand company wide visibility.