Creating a Rich Brand Experience for an Entertainment Giant// project verticals ?>
- Marketing Strategy
- Service Design
- UX + Content Strategy
- Visual Design
What We Did
Technicolor is a worldwide leader in media and entertainment technology. Its first product, released in 1916, changed the movie-viewing experience by adding color to motion pictures. Over the decades, Technicolor has continued to reinvent entertainment experiences. With more patents than Google, Technicolor currently touches about 70% of studio movies and is the #2 player in the “connected home” category. Technicolor found Hero Digital in its hunt for a partner who is similarly passionate about creating great customer experiences to help re-envision the experience on its website and bring the richness of its brand to life.
Technicolor is a brand that helps other companies tell their stories, but its own story was buried in its website. We started with a Discovery phase to identify business objectives and project success metrics, including custom primary and secondary research. From there, we moved to customer journey mapping and persona exercises to fully understand Technicolor’s audience segments. These revealed eight unique personas including Content Creators, Technologists, and Career Seekers. Those personas drove UX and content strategy, and informed the design phase as well, creating a fresh site that has compelling experiences and engaging interactivity that highlight the vibrancy of Technicolor’s heritage.
Products + Experiences
Technicolor is a content rich site with a breadth of products and audiences. To solve for a clear information architecture, we developed an action word based navigation system that brings forward the energy of the brand and allows for nesting of Technicolor’s products and services. The creation of a navigation built around the way Technicolor actually engages with customers (“Dream, Create, Distribute, Experience”) has made it easier for customers, partners and studios to connect with the brand. For design, our team focused on using rich, visual content across the site with full-bleed images that feel as immersive as Technicolor’s movie experience. The homepage includes an interaction feature that offers perspective changes with 3D zoom to allow visitors to be part of the Technicolor experience.
The site was built in tight design and development sprints on Drupal 8. The back end of the Technicolor site offers extensive authoring tools and the Hero team provided a detailed component authoring guide, which has dramatically reduced the time spent by the Technicolor team to push out new content. Its previous site was cumbersome and required changes to go through the IT team, so the new site’s ease of use has provided tremendous value to the Technicolor marketing organization.