HST
PATHWAYS
SERVICES
Logo and brand design system
Website design
Brand launch campaign digital assets
Corporate and product launch videos
400%
post-launch increase in site traffic
2.2X
higher open rate than average for ASC review newsletter
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Phoenix Redux
Our design focus first looked to the logo, which would help define the entire design system. We retained the concept of the Phoenix from the previous mark, which communicates bold rebirth and added two additional elements to its visualization: a shield, which symbolizes the way HST guards the investments and data of its customers through its solutions, foresight, and customer-centric approach; and a stylized “flow,” that symbolizes how HST enables data to drive collaboration, productivity, and overall insight.
The Core System
The digital brand experience
Brands are usually experienced first in digital touchpoints and the signature digital asset was an entirely redesigned website, much lighter in copy than the previous version and leaning on infographics to tell a clear story of product features and benefits. Simple. Straightforward. Persuasive.Video became an important storytelling device as well with HST management enlisted to convey the trustworthy, personable voice of the brand.
From brand to demand
With the new brand launched, McM built out a series of topic-specific lead-generation campaigns that are producing click-through rates substantially higher than industry averages, ensuring that the brand does what a brand must ultimately do: create leads and generate sales.
