Positioning, identity, communication strategy and website design for Dron
DRON.Digital is an innovative online platform that empowers users to independently launch advertising OOH campaigns on city video screens. The service provides comprehensive campaign statistics, including ad views and audience interests.
They came to us with a clear goal to attract untapped clients, including small and medium-sized business owners and digital agencies. Building awareness of DRON as a cost-effective and efficient advertising tool is key to achieving this goal.
The existing communication did not meet the expectations and needs of the target audience, requiring a complete update:
- Develop clear positioning for both new and existing clients.
- Craft a distinctive brand personality.
- Refresh the brand identity.
- Create a communication strategy to attract the target audience.
- Revamp the website to better align with audience needs.
We targeted marketers and entrepreneurs unfamiliar with OOH, aiming to convert them into DRON users. There were two common biases that could not be overcome with pricing alone:
- «It’s only for big brands»
- «It’s an investment without clear outcome»
To address these barriers, we highlighted DRON’s key benefits:
- Campaign budgets starting at $10.
- Screens reaching over 70 million daily viewers across 34 cities, with expanding coverage.
- A user-friendly dashboard for setting campaign goals and targeting specific audience profiles.
- Detailed campaign reports on impressions and contact costs.
- Exportable audience data for retargeting.
This approach led to the definition of a mission: making outdoor advertising measurable and accessible, even for small businesses.
Reflecting the mission in the brand’s character, DRON aims to earn the trust of marketers and entrepreneurs across regions. Seasoned marketers are familiar with metrics and KPIs, but newer entrepreneurs often prefer simpler communication channels, such as Instagram Stories.
This insight shaped DRON’s brand mascot — an approachable Android companion that simplifies advertising setup. Reliable and data-driven, this companion provides 24/7 customer support to understand client needs and challenges effectively.
Drawing inspiration from the LED screens at the heart of DRON’s service, we created a visual system that balances simplicity with versatility. This system works in 2D for web elements and quick communications, and unfolds in 3D for richer, more emotional storytelling.
In the realm of 3D, we create deeper, more emotive visual stories for key communications. Each 3D element is rich in metaphor, representing various concepts. For example, dynamically unfolding «screens» symbolize the extensive reach of advertising, while an evolving «city» abstractly portrays the influence of ads in urban environments.
Our design approach ensures that all graphic forms share a unified visual language. This ensures a seamless integration of techniques across various channels. The result is a diverse yet cohesive style that prevents monotony and ensures the brand remains instantly recognizable in any format.
To engage the new target audience, we segmented our messages: - For entrepreneurs: «Choose only those you know.» - For agency marketers: «Plus one tool for outreach campaigns.»
We designed acquisition funnels with specific roles, based on user interaction stages, all aligned with DRON’s new positioning and character.
Considering the importance of maintaining a steady influx of new users while implementing the new positioning and identity, we structured our strategy in two phases:
The goal was to continue attracting customers during the update process. We selected only the essential channels needed to meet our annual growth goals for the new user base.
Our objective shifted to driving exponential growth in the user base post-update through strategic communications. Major advertising campaigns were launched, with a focus on monitoring metrics to track the growing awareness of DRON among our target audience.
Acknowledging the different customer journeys for entrepreneurs and digital agency marketers, we crafted distinct landing pages, each with tailored USPs and messaging. To prevent user confusion, we strategically guided them through key sections of the site.
The user experience on the old website was less intuitive. Entrepreneurs could recognize the product’s benefits but often struggled to fully understand the value of advertising on digital screens. Additionally, there was no demo available for agencies to familiarize themselves with the service.
Our approach to digital screen advertising, which inherently requires dynamic and attention-grabbing short slides, inspired our website design concept. We introduced movement and energy into the site’s elements to reflect this dynamism.
The design integrates all elements into a cohesive branding strategy. We used rotation to amplify this dynamic feel and introduced a special font style to highlight key facts. A dark theme was chosen to enhance focus on new content blocks.
With high mobile traffic, it was crucial to ensure a fast, accessible, and user-friendly mobile version. We implemented horizontal scrolling and collapsible sections to deliver comprehensive content in a clean, uncluttered format.
We’ve refreshed the brand and developed several tools: - Communication Roadmap: A detailed plan for expanding DRON’s active customer base. - Updated Visuals: Consolidated brand elements demonstrated across various media. - Website Redesign: Architecture and design reflecting the new brand positioning.
A big thank you to DRON for coming together as one (●’◡’●)
Client’s feedback
The super-task of Dron.Digital was to meet the needs of every customer segment through a single source — our platform. The NMX team helped us develop a communication strategy to engage with the audience in a consistent way, shaping the brand image and identity.
The NMX team created a new brand identity and condensed a vast amount of information about the service into a concise, user-friendly website. Here, you can find the entire DNA of the brand: our mission, the benefits we offer, ready-made case studies, and even our client community.