We Finally Did It, Phoenix Has Arrived

The new Webfor website is finally live and with it, comes a range of features and planned releases for 2019 and beyond.

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It’s no wonder that businesses struggle to get a handle on their own large websites. We’ve invested over $50,000 in resources and significant amounts of “thinking” and “doing” to get to where we are today.

Getting into Phoenix almost two and a half years ago was a struggle. A lack of vision and resonating conflict on top of all our regular duties made it nearly impossible to focus on the thing that really matters most. Us.

After all, if we can’t take care of ourselves then how can we effectively care for everyone else.

There’s a lot I can say about this project, and I will, but first I want to say that I’m so proud of the people here and the incredible team that pushed this beast of a project, into reality. Phoenix represented so much more than just a new website. That doesn’t sound very sexy and I knew that if we really wanted to accomplish something special, then we were gonna have to get uncomfortable.

People who do great things are recognized for their greatness because they stepped outside of the status quo. They believed in changing the world, being the best athlete on the planet or breaking speed records for solving the Rubik’s cube. Seriously though, to get to the next level you have to push in a way that almost feels impossible.

The winners, are the ones who fall down and get right up. We don’t quit. Well, I don’t quit and there were certainly times when I wanted to throw in the towel. The task at hand was so incredibly daunting and at one point, it impacted my health. When you’re in this position you can’t mess around. It’s not a playpen where you can mash together some mega blocks and call it good. You’re actually creating something that could impact your business in either positive or negative ways and of course, you hope that it’s the former.

Years ago we rebranded Webfor and I was there for that. You can read about that process here. I wanted this to be something different. The rebranding vision was rock solid. Instead, I wanted to change the game and the perception of who we are online, completely.

Introducing the color purple!

That’s right, I said it. We’ve added the color purple to our core colors and there are some serious reasons why. Probably the biggest one is…

…that it’s bold and beautiful. It’s beyond the norm.

When I set out to direct an entirely new feel for Webfor I did it with several core concepts in mind:

  • Create something cool.
  • Create something special.
  • Create something that others are too afraid to do.
  • Create something that sets the stage for the next decade (ya, I said it).

We have some core colors already. They’re green, blue, orange and gray. Which is fairly typical of that “growth” focused agency color scheme. We doubled down on the blue for most of our assets. That’s because it’s perfect.

Sometimes what gets lost, is feeling. Feeling is perhaps the most important element of anything we ever do in life. Emotions tie us together and break us apart. Injecting purple to me, was about injecting something that could soften our brand and at the same time, perhaps invite new users to learn about us, who we are and what we stand for.

That’s not all though. I really wanted people to feel included. Purple is often associated with feminism, universal connection, and royalty. This is what it’s all about for us. Connection matters and all kinds of people love the color purple. For me, I wanted to share a message that we, Webfor, are for everyone of all walks of life.

We lead. We aren’t led.

The new color scheme is only one piece of the puzzle. For years I’ve been touting that we lead the industry, we aren’t led by it. Meaning that we’re the ones to watch in this space.

That’s not my ego talking either. I legitimately believe we do some of the best work in the entire nation, maybe the world. Regardless, that’s our bar and we work every day towards it.

The project started like any other. We analyzed our current site, talked about features and did some deep crawls to understand what our content goals were. I feel a large part of why the project took so long, is because I took so long to figure things out.

Our final site includes some really incredible features and the plans for our future are brighter and more complex than ever. Much of it revolves around content distribution.

Jake, the sole Developer on this project, took an incredibly custom vision and turned it into something tangible. Something that you can interact with. I am blown away by the talent of this team.

Here are just some of the features from our requirements that I am most proud of:

  • The site is fast!
  • Color changing layouts, headers, graphics and more.
  • Custom additions to form fills.
  • Completely realized design-to-dev vision.
  • One single form, thank you page and other assets used for over 15 resource downloads.
  • Entirely new feel for the blog.
  • New team photos.

And there’s more where that came from!

Color changing site features.

I haven’t touched on the “color changing” bit yet…

When I jumped into this project I knew I wanted to give users a unique experience within every page of the website. Not because I wanted to be fancy, but rather, I wanted to showcase how freaking amazing we are as creatives, developers and strategists.

When we restarted the project in September of 2018 I decided to separate the site into three main categories which are Culture, Marketing and Creative. And then, each of those sections would have a unique feel.

Culture = Blue
Marketing = Green
Creative = Purple

…and when I say “unique feel” I mean across the board. When you land on creative-based pages, for example, all the elements that were “blue” are now purple. That includes boxes, headers, links, the menu…everything.

Elements of this theme were carried over to the Team and Blog pages. This was no easy task and I’m blown away that it all came to fruition.

All the Phoenix things…

We’ve talked about the site, the colors and some things I’m especially proud of, but we’re still only touching the tip of the iceberg. Here’s a collective brain dump of what went into this relaunch of Webfor:

  • We wrote over 25 pages of content.
  • I crafted a new vision and 47 total comps (so far). Take a look at the presentation deck.
  • We took brand new team photos (I shot them) and processed them through Photoshop (I made them cleaner).
  • We started our Digest (subscribe in the footer down below) where users get access to all the things we’re doing, plus some VIP goodies.
  • I started up my CROW series exclusive to newsletter subscribers.
  • We full customized the feeling of the website.
  • I produced, recorded and published our first podcast where new episodes will go live weekly.
  • We established a features roadmap for 2019 which can be accessed at the very bottom of this page.
  • We built out advanced bio pages for key team members like Kevin’s page.
  • We have a Q1 Phase 2 dev plan we’re working on now.
  • I updated all our social graphics across the big channels.
  • I updated our YouTube presence, channel details, playlists and more.
  • I created new email signatures for the team.
  • …and I’m writing this story now 🙂

Needless to say, we have a lot going on. Our podcast and blog will be updated weekly and we’ll be building up site features monthly.

Even now, we’re building an additional 10 pages for the website along with 5 initial case studies and closer to 20 by the end of the year.

This project is now complete and live. It’s ready for you to interact with and we’ll be pushing new updates all year long as Webfor transcends the traditional agency model and becomes a fully powered media agency capable of lifting all people up in our community and beyond.

Thank you so much for stopping by. We have some incredibly valuable assets on the way and it would mean the world to me if you could share this post, subscribe to the podcast or show us some kind of love.

I promise you, we’re gonna give you more value than you can handle.

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