PLGRM is a unique video production group based in Melbourne sharing real stories using the power of video storytelling. In only a couple of years, their viral videos had gathered them a great group of followers, and the company was seeing exponential growth.
In times of success, the group sought an opportunity and approached me to create Propergander. The brief was to create a sister brand for PLGRM targeted to an audience in the marketing world. Their aim was to engage with other businesses and create real commercial opportunities while still keeping the essence of genuine storytelling.
This was a very peculiar challenge, given that PLGRM had already established itself. They already had an audience but it was not necessarily the one Propergander needed it. Moreover, despite their success, the group needed a lot of help and support with brand strategy and brand collateral.
The brand was always going to be a reflection of PLGRM, so even though the audience and message were different, we retained certain aspects of its origins, thus the logo was designed to resemble the PLGRM' logo outline but we introduced the red hue to add a touch of character. Additionally, the font was chosen for it's formidable presence and character.
Creating the brand from the ground up involved the development of all assets including a comprehensive brand styleguide that could be used internally by the team. This, ensured the PLGRM team could have an understanding of the importance of it's sister brand and to be consistent when using fonts and their logo in different applications.
After the brand assets were in place, it was time to get hands on with the website. Firstly I started by introducing the PLGRM team to the site wireframes and IA; an always challenging task when the client does not understand the benefits or even the purpose of starting with the basics before jumping onto the complexities of the website user interface and functionalities.
After agreeing to an approach and layout, design started. I created the site with an user-centric approach in order to satisfy the brief, however, it was challenging to not have gathered any user research because it left the project subjected to opinions with no validation. An undoubtedly big lesson for the team.
Making the site responsive presented a series of challenges also. The site was very content heavy and this was important because we wanted to have enough informative content to show potential clients how videos were rapidly changing the way in which people consumed information.
Luckily we had taken a mobile first approach which had helped to always consider space limitations when laying out content on the pages.