The Company
LightBox combines geographical, spatial, and commercial data into a single platform to inform real estate decisions. With a growing roster of recent acquisitions, their vision and product offering were progressive—their brand was not. They came to our agency, Haddad and Partners, for a strategic rebrand and a new website to match.
The Project
I led a series of strategy workshops to develop market position, restructure product hierarchy, and redesign brand visuals. With the rebrand established, our team worked alongside their stakeholders to organize their new information architecture to unify their web presence. This framework allowed us to create a sitemap and holistic navigation that provide an intuitive user experience.
This strategic pivot portrayed them as the technology-driven, data-forward market leader they are. With their newly launched digital presence, they are beating past metrics and rapidly acquiring new customers.
Strategy
I led a series of workshops with the LightBox C-suite and researched market positioning to determine brand integration scenarios. This strategic blueprint guided creative decisions to best align with their business model and consumer insights.
Rebrand
Our market research revealed that that the name Lightbox should be kept, but needed cohesion to avoid being interpreted as separate compound words.
The unified typeface allowed the brand name to be read as one word while the brighter color scheme and dynamically cropped layouts pushed the technology angle. The design repeats abstracted layers to articulate the core service: the compounding of disparate data sources to reveal actionable insights.
I collaborated with 3D specialists to create bespoke branded visuals highlighting Lightbox’s data aggregation capabilities.
With custom 3D cityscapes, we were able to explain their benefit of using combined data (physical address, city zoning, tax data) to reveal insights in pixel-perfect detail.
Below are examples of inspiration and early renders, followed by final designs in marketing materials.
Website
With just four months to launch, I led our cross-functional team through agile checkins with the client and a waterfall approach to department handoffs.
Comprehensive UX research (discovery interviews, user personas, and a heuristic analysis) ensured alignment with client expectations and budget. Our dev team crafted a scalable, budget-friendly solution that allowed the client self-authoring in the future.
Project Management: Natalia Sanchez, Sara Voghel
Design: David Sandoval, Bohan Chen, Kelsey Worthington, Carlos Arteaga
UX: Derick Melander
3D + Animation: Adam Mills, Selim,
Dev: Benoit Dutrevis, Monique Ward