Background and Challenges
A new brand for BBGV presented the need and opportunity to re-think all of its brand touch-points, including digital spaces.
We needed to balance the functional needs of visitors and potential members while at the same time permitting the navigation of a rich set of existing content for existing members.
We took a blue-sky approach and re-designed the user experience and user interface from the point of view of the 3 key sets of users: occasional visitor, seeking potential members, and active members.
The site reflects the overall look and feel of the master brand, and compelments a comprehensive set of brand applications for BBGV across physical, print, and digital spaces.