Positioning, identity, communication strategy and website design for Dron
DRON.Digital is an innovative online service enabling users to launch advertising campaigns on city video screens independently. The service offers comprehensive campaign statistics, from ad views to audience interests.
At our initial meeting, the DRON team stated, “Our next step is to increase our user base tenfold.” Aiming for a new level of turnover, DRON seeks to attract untapped clients, including small and medium-sized business entrepreneurs and digital agencies. Building awareness of DRON as a cost-effective and efficient advertising tool is essential.
The existing communication didn’t meet the level and needs of the target audience, necessitating a full update:
- Develop clear positioning for new and existing clients.
- Craft a distinct brand personality.
- Refresh the brand identity.
- Create a communication strategy to attract the target clients.
- Revamp the website to align with audience needs.
Our goal is to convert marketers and entrepreneurs not yet involved in outdoor advertising into DRON customers. Common biases, like «It’s only for big brands» and «An investment without clear results,» hindered our audience growth. Overcoming these through pricing alone proved inadequate.
To counteract these barriers, we highlighted DRON’s functional benefits:
- Campaign budgets starting at one thousand rubles.
- 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 mission: making outdoor advertising measurable and accessible, even for micro-businesses.
Reflecting the mission in the brand’s character, DRON aims to earn the trust of marketers and entrepreneurs across regions. While seasoned marketers speak the language of metrics and KPIs, newer entrepreneurs may be more familiar with simpler advertising like Instagram stories.
This insight shaped DRON’s brand image — a friendly Android companion that simplifies advertising setup. Reliable and data-driven, this companion provides 24/7 customer support to understand client needs and challenges effectively.
Inspired by the LED screen, the core element of DRON’s service, we developed a visual system that offers both simplicity and flexibility. This system works in 2D for web elements and quick communications and unfolds in 3D for richer, emotional storytelling.
Due to the simplicity of the base form, we have created a flexible system that works in both 2D and 3D. In 2D applications, we emphasize simplicity and versatility by using it in the website blocks, informational media, and for quick communication, such as social media.
In the realm of 3D, we create deeper, more emotive visual stories for critical communications. Each 3D element is rich in metaphor, representing various concepts. For instance, dynamically unfolding «screens» symbolize the extensive reach of advertising, while an evolving «city» abstractly depicts the influence of ads in urban settings.
Our design approach ensures that all graphic forms share a unified visual language. This consistency allows us to seamlessly blend techniques across different media types. The result is a diverse yet coherent 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 for each tool based on user interaction stages, all filtered through DRON’s new positioning and character.
We designed targeted acquisition funnels, carefully assigning roles to each tool based on the user’s interaction stage. Key metrics were highlighted to focus our efforts, a clear content concept was defined, and a comprehensive strategy for utilizing advertising tools was formulated. All these steps were 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 aim here was to continue attracting customers during the update process. We selected only the essential advertising tools needed to meet our annual goals for growing the new user base.
Our objective shifted to ensuring 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 increasing awareness of DRON among our target audience.
To support the in-house team, we created several detailed guides. These guides offer a comprehensive overview of communication strategies for various channels, ensuring the team is well-equipped to maintain consistent and effective messaging.
Recognizing different customer journeys for entrepreneurs and digital agency marketers, we designed unique landing pages with distinct USPs and narratives. To prevent user confusion, we guided them through strategic site sections.
Previously, the user experience on the old website was less intuitive. Entrepreneurs could recognize the benefits of the product but often failed to grasp the full value of advertising on digital screens. Moreover, there was no demo for agencies to familiarize themselves with the service.
Our approach to digital screen advertising, which inherently demands dynamic, eye-catching short slides, inspired our website design concept. We introduced movement and energy into the site’s elements to mirror this dynamism.
The design integrates all elements into a cohesive branding effort. We employed rotation to amplify this dynamic feel and introduced a special font style to make key facts stand out. A dark theme was used to enhance focus on new content blocks.
With high mobile traffic, ensuring a fast, accessible, and user-friendly mobile version was crucial. We implemented horizontal scrolling and collapsible sections for comprehensive yet uncluttered content
We have refreshed the brand and prepared 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.
Thanks to the DRON for coming together as one (●’◡’●)
Client’s review
The super-task of Dron.Digital was to fulfill all the needs of any customer segment through just one source — our service. The Nimax team helped us build a communication strategy to engage with the audience in a unified manner, shaping the brand image and identity.
The Nimax specialists developed a new brand identity and condensed a large amount of information about the service into concise website forms. Here, you can find the entire DNA of the brand: our mission, description of benefits, ready-made case studies, and even our client community.