• Introduction – 01
  • Setting the Scope – 02
  • Brand Development – 03
  • Brand Materials – 04
  • Information Architecture – 05
  • Animation – 06
  • Webflow – 07
  • Final Designs – 08
Brand Development / Storytelling / UX / UI / Website Design / Graphic Design / Development / Strategy / Photography / Animation.
Redesigning Amenity Analytics website and refining the brand to reflect their authority in the AI–NLP text analytics space.
Jump to the final designs

We have been collaborating with Amenity for some time after working on the first iteration of their website alone. They then tasked us with making the overall brand more consistent and driving their brand narrative to engage better with their audience.

Setting the
Scope
"Gravita is a design partner in every sense. They take every project large or small and provide the same great work, amazing communication, as well as offer important feedback and ideas that let you tell your best story."

Amenity Analytics - Juan Gonzalez

Unify the brand execution and comms

The existing brand was only an identity and lacked a narrative which effectively communicated what Amenity Analytics were really offering.

There were some key factors to consider.
The brand should communicate the relationship that text has within the context of words, sentences, and paragraphs. Additionally, the relationship of text and how it can change from positive to negative.

A new approach to engagement

The existing website was very static and only focused on the features of their product.

They wanted to champion their innovations in NLP for insights by creating more engaging and compelling content, including animating the narratives for their features while building on stories about NLP.

Building on their brand narrative

We gathered all their existing marketing and sales content to break down all the narratives. Digging deep to find those common values that express who they are as a company.

This helped us to shape the effects the words have in relation to colors, type and form factors. One of the outcomes would be to deliver a brand platform, which would unify all their materials and collateral in one place for all team members to access.

Collaboration was key and encouraging all stakeholders to be engaged with the conversation so we could evolve our approach. Once everyone was onboard, we started to develop out the story and ideas.
We worked on a brand platform which would help create a consistent language across all departments, from NYC to Tel-Aviv.
Insight Colors vs Notification

With Amenity there was always the challenge of understanding the difference between highlighting textual insights vs the brand communicating how they interpret insights. Initially, we had a balance between green and blue, however we later shifted this balance to all brand being communicated in blue and only text highlights would be green.

Big and bold

It was important to use a confident and strong typeface, which would reinforce their position in the space of NLP and with text being the forefront we went bold where ever possible.

The brand platform was created within the same system as the marketing website.

We developed the brand portal so that all assets would be available to the entire team. This would allow them to maintain consistency with all communications of the brand, including presentation decks, marketing collateral and event assets.

At the end of the Brand Development process we looked at building out all the tools.

We built a series of flexible decks which had over 30 different layouts, covering as many topics as possible while maintaining the brand aesthetic.

View final designs

Amenity Analytics attend and organize a multitude of events both online and offline, so we provided materials which would support all aspects of these events. From online ads promoting their webinars to lanyards for live speaking events, we covered it all.

Events

Lanyards

Offline Advertising

Developing a more efficient flow for the sales narrative, while understanding sales leads through unified and efficient funnelling.

Sitemaps and user flows

As with all projects it's good to understand how we want users to flow throughout the site and not just understand the structure. E.g are there any dead ends which can be pushed to meaningful insights?

Integrating Salesforce Channels via Pardot

To help support Amenity's efforts with generating leads, we integrated all their marketing content with Pardot via Webflow allowing them to better track traffic sources and re-target those audiences with relevant marketing engagements.

Animations to enhance the UX and storytelling

As part of the scope, one of the biggest focuses for Amenity was to use animation and interactivity to engage the audience with their narrative and helping them better understand how to find opportunities through NLP.

As with all projects now, we used Webflow to develop out the main website. With smart integrations tracking marketing efforts, we could use it to create more dynamic and interactive content.

Webflow allowed us to create an incredibly flexible platform in a very short period of time without relying on development resources and plugins.

Read more about Webflow

The editor for the website and integration with Pardot means that the marketing team can make reactive and preemptive changes very quickly.

We created a series of templates which would allow Amenity to create their own campaigns independent of design resource and empowered the marketing teams efforts to drive leads.

Final Designs
Amenity Analytics
amenityanalytics.com

The relationship with Amenity is one which every agency dreams of. Their ability to trust our knowledge, while being able to push back and fill in gaps is inspiring. We cannot say enough good things about this team.

Amenity Analytics
amenityanalytics.com

The relationship with Amenity is one which every agency dreams of. Their ability to trust our knowledge, while being able to push back and fill in gaps is inspiring. We cannot say enough good things about this team.

Amenity Analytics
amenityanalytics.com

The relationship with Amenity is one which every agency dreams of. Their ability to trust our knowledge, while being able to push back and fill in gaps is inspiring. We cannot say enough good things about this team.

Amenity Analytics
amenityanalytics.com

The relationship with Amenity is one which every agency dreams of. Their ability to trust our knowledge, while being able to push back and fill in gaps is inspiring. We cannot say enough good things about this team.

Amenity Analytics
amenityanalytics.com

The relationship with Amenity is one which every agency dreams of. Their ability to trust our knowledge, while being able to push back and fill in gaps is inspiring. We cannot say enough good things about this team.