Jaquie Scammell

Brand Strategy, Identity Design, UX & Website
Brand Strategy, Identity Design, UX & Website

Branding Australia's leading customer service expert.

Branding Australia's leading customer service expert.

Branding Australia's leading customer service expert.

brand strategy / user profiles / brand positioning / logo / brand guidelines / stationery / posters / models/ newsletters / UX / website
The Opportunity


Jaquie Scammell is a speaker, facilitator and published author.

The launch of her business in 2013 followed a 20 year career in cultivating positive service mindsets across large workforces at major entertainment venues such as Wembley Stadium (UK), Emirates Stadium (UK), and the Australian Open Grand Slam.

After 4 flat-out years of growing her practice and building her IP, she asked me to help clarify her positioning and design a consistent brand experience.

Jaquie Scammell Profile Picture 2019

"Yianni helped me leverage my IP and become incredibly easy to buy.

Through his brand strategy process, we now have a clear understanding of our ideal customers and exactly what we need to do to satisfy them. We spend less time and money on what ‘might’ work, and more on what we know will work.

Our gorgeous branding ensures we stand out from our competition, and our laser-focused positioning helps us only attract the customers we want.

The quality and quantity of incoming leads is significantly higher too thanks to the new website - more often than not, customers are ‘sold’ before even talking to us!"

Jaquie Scammell
Founder & CEO

Developing Brand Strategy

Developing Brand Strategy

Developing Brand Strategy

Facilitated Strategy Framework


Over a two-day session with Jaquie and her team, we surfaced the challenges the organisation faced. In the process, we prioritised the needs and goals of the business and its customers.

This became the foundation for the branding and marketing plans for the next year.

Jaquie Scammell Brand Strategy Workshop 1
Understanding The Users


Knowing Jaquie's ideal customers was key to positioning the brand correctly and gave us the ability to prioritise high value business objectives.



For Jaquie, we created 3 distinct user profiles to represent her main customer archetypes. This painted a clear picture of their demographics, psychographics, challenges and needs.


For Jaquie, we created 3 distinct user profiles to represent her main customer archetypes. This painted a clear picture of their demographics, psychographics, challenges and needs.


For Jaquie, we created 3 distinct user profiles to represent her main customer archetypes. This painted a clear picture of their demographics, psychographics, challenges and needs.

 

  1. The Seeking CEO
  2. The Stealth Strategist
  3. The Influenced Event Organiser
  1. The Seeking CEO
  2. The Stealth Strategist
  3. The Influenced Event Organiser
  1. The Seeking CEO
  2. The Stealth Strategist
  3. The Influenced Event Organiser
Jaquie Scammell User Profiles
Defining The Brand


Through a series of exercises in the strategy workshop, we were able to extract and refine the key pillars of the brand.



This defined the brand’s personality: how it should look, feel, and act.


This defined the brand’s personality: how it should look, feel, and act.


This defined the brand’s personality: how it should look, feel, and act.

Jaquie Scammell Brand Attributes
Laser-Focused Positioning


By understanding who, how and why Jaquie serves, we created a positioning statement to act as the foundation for all creative decision making when building her brand.

The video below, with creative direction by Dave Dixon and shot prior to the commencement of this project, embodies this statement and serves as introduction to the Jaquie Scammell.

Jaquie Scammell Internal Positioning Statement

Brand Design

Brand Design

Brand Design

Appropriate, Distinctive, & Simple


We developed a logo and symbol for Jaquie that was appropriate to the brand, distinctive enough to remembered, and simple enough to work in physical or digital extensions at any scale.

A colour palette and typeface were specified to complement the logo and create a cohesive, consistent brand experience for users.

All brand assets are housed in the brand guidelines document.

Jaquie Scammell Branding 2019 – Branded Items
Leaving Her Mark


Jaquie often seeks to delight her corporate clientele.

Because of the symbol's simplicity, we were able to brand all manner of collateral effectively, including; embossed Moleskine notebooks, branded stationary and inspirational posters.

Jaquie Scammell Poster Designs
Digital Takeaways


To assist Jaquie's conference talks and facilitated workshops, we developed a visual language for her models and diagrams, which helps to bolster the integrity of her IP.

For those who attend Jaquie's events and then sign up to her weekly blog, we've designed header images to help set the tone of the content.

Jaquie-Scammell-Models-iMac-Mockup-Gif-Yianni-Kouros
Jaquie Scammell Blog Thumbnails 2019
Jaquie Scammell Website Home Screen Mockup

Website Design

Creating A Bespoke User Experience


Following the brand design, Jaquie’s existing website was in need of a technical upgrade and content overhaul.

Our goal for the website redesign was to create a UX that made it easy for the 3 user types (CEOs/Managers/Event Coordinators) to discover and learn about the services and resources that would help them overcome their unique challenges.


Following the brand design, Jaquie’s existing website was in need of a technical upgrade and content overhaul.

Our goal for the website redesign was to create a UX that made it easy for the 3 user types (CEOs/Managers/Event Coordinators) to discover and learn about the services and resources that would help them overcome their unique challenges.


Following the brand design, Jaquie’s existing website was in need of a technical upgrade and content overhaul.

Our goal for the website redesign was to create a UX that made it easy for the 3 user types (CEOs/Managers/Event Coordinators) to discover and learn about the services and resources that would help them overcome their unique challenges.

Jaquie Scammell Information Architecture
3 Different Users, 3 Different Journeys


We worked closely with Jaquie and her team to develop user journeys for our 3 architypes. How did they find out about Jaquie? How do they engage? Why do they return? How do they refer us?

The result?

A completely reconfigured navigation structure and information architecture centred on each user's needs. 

Filtering Users Effectively


The experience begins on the home page by introducing newcomers to Jaquie and her ethos through her mission statement and video.

Each user is intuitively guided towards resources designed specifically for their needs via tailored videos and individual pages.

Jaquie Scammell Website Home Page
Jaquie Scammell Website User Filter And Pages
Mobile Minded Design


70% of Jaquie's site visits are on desktop, leaving 30% in need of a watertight mobile experience.

Our primary goal was to craft a user interface that achieves perfect responsiveness no matter the screen size or orientation.

Jaquie Scammell Mobile Website Pages

Credits

Brand Strategy
Brand Strategy

Brand Strategy

Yianni Kouros

Identity Design

Yianni Kouros

User Experience

Yianni Kouros

Website Design/Development
Website Design/Development

Website Design/Development

Yianni Kouros

Video Production

Dave Dixon

Case Studies:

LIFXDigital Marketing Creative

awplBrand Identity Design

MERCHANTBrand Identity Design

WE ARE GRITBrand Identity Design

Logos & MarksCollection

Australian WayBrand Identity Design

Think SydneyBrand Identity Design

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Located in Melbourne, AUS.
©2019 | All rights reserved.
Follow on
Instagram

LinkedIn.

Located in
Melbourne, AUS

©2019
All rights
reserved.

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