BtoMail and BtoLead: artistic direction of digital services for businesses
Design | Branding | Marketing and Communication
Challenge
Designing brand identity and coordinating the artistic direction of digital services for the companies BtoLEAD and BtoMAIL
Result
Brand identity, visual design, UX/UI design, web design, video animation, content writing, SEO, strategic consulting, and other design and marketing activities.
Client
BtoLEAD/BtoMAIL
BTOLEAD and BTOMAIL are digital services for businesses, enabling the tracking of lead activities on their websites and the purchase of email-centric databases segmented by geographic area and type of economic activity. HENRY & CO. was involved in creating the brand identity, in the design of the respective websites and web platforms, and in the artistic direction of the company.
HENRY & CO. has been involved from the beginning in constructing the BTOLEAD and BTOMAIL brands by adopting a systemic approach to the design of logos and all visual communication. By synthesizing iconic and descriptive elements of the offer—respectively the letter for BTOMAIL and the target board for BTOLEAD—HENRY & CO. created two simple pictograms accompanied by the logotype.
To lighten and soften the corporate image, HENRY & CO. created two doodles/mascots by illustrating the figures in a simple, direct, and familiar style. The illustrated figures not only strengthen the brand identity by characterizing the image with a memorable character but also serve as a workaround for depicting concepts that may not be immediately comprehensible to newcomers. Essentially, in addition to being a practical and flexible design trick, the figures lower the entry barrier for new visitors, improving UX with an ironic and illustrative language.
HENRY & CO. developed the BTOLEAD website with the goal of lowering the visitor entry barrier as much as possible. Upon first viewing, a simple, clean, and clear screen presents a straightforward question that describes the purpose of BTOLEAD’s offer. With the first scroll, a short explanatory video outlines all the platform’s advantages and features in a simple and direct way.
The site was designed and developed to be immediately comprehensible and accessible to a broad audience, integrating accessibility logic into the whole navigation experience.
Visit btolead.it
HENRY & CO. designed the user interface (UI) and the user experience (UX) of the platform, taking into consideration all possible devices and usage contexts. The result is a seamless and intuitive experience, fully usable and accessible to its maximum potential.
To showcase the service’s capabilities and remove any entry barriers for new visitors, HENRY & CO. created an animated explainer video that provides all the necessary information in less than a minute.
The result is an essential, useful piece that aligns with the brand’s overall image.
In parallel to the development of the BTOLEAD site, HENRY & CO. designed the website for the BTOMAIL email database purchasing service.
Unlike BTOLEAD, which takes the form of a virtual control panel capable of monitoring visitors to one’s website, BTOMAIL was designed to provide a fast, effective, and straightforward database purchasing experience. To exponentially increase the speed and lightness of the site, every component was customized and reprogrammed from scratch.
The result is an intuitive, direct, and extremely simple user experience.
Visit btomail.it
In addition to brand identity and web design activities, HENRY & CO. supported BTOMAIL in the definition of strategies and the creation of various marketing contents.
The copywriting activities were closely monitored, adhering strictly to SEO guidelines: this helped position the site for key industry keywords, exponentially increasing its exposure through a strong presence in Google SERPs.
In this sense, the creation of the BTOMAIL Blog and the implementation of newsletter campaigns played a fundamental role in the success of the service, which is now expanding into other European countries.
