The Process

This project was accomplished within an impressive 60-day sprint. In days 1 - 30, we kicked off our Go-To-Market plan. Led by an immersion period into the unique business, its differentiators, and its market and value proposition, our GTM Strategy started with in-depth competitive research, paid keyword research, and a review of CleanSpace’s social ad audience. We helped refine customer pain points and personas, and outlined the general customer lifecycle and experience. Our strategy also included tech stack and automations planning, ABM campaign concepts, budgeting, and forecasted MQLs, SQLs, Wins, and ROI by channel. Together with the CleanSpace team, this strategy will be utilized going forward as a shared north star to attack and capture market share. 

During this first month, we also started on our brand positioning and brand strategy portion of the project, kicking off with an audit and analysis of inspirational brands, and ultimately delivering CleanSpace a brand architecture with short- and long-term roadmap, powerful brand positioning and employer brand statements, new tagline options, an updated set of brand promises, Mission/Vision/Values statements, and a customer experience manifesto. 

Our brand standards and design system work began with extensive research, moodboarding, and art direction to determine the right revitalized look and feel for CleanSpace. Our final deliverables included new logo and imagery guidelines, which were then reflected in various newly designed signage, social media and email graphics, and sales enablement materials. 

We ran multiple hour-long interviews with CleanSpace’s subject matter experts before writing new content for the site. We started the content scope by organizing all existing website copy into a collaborative system that would make content reviews simple. We created 18 new pages based on SME interviews and SEO, and optimized all pages being migrated to the new site. 

Creation of the website itself spanned the full 60-day sprint, with constant consideration for overall brand experience and conversion. Starting with our comprehensive web strategy and delivery of our fundamental “How Our Site Will Win'' document, we moved through our site mapping and SEO site architecture exercises, and into design. Our low fidelity wireframes and UI Kit resulted in a beautiful, effective website layout and corresponding design elements, and our high fidelity wireframes showcased the visual and colorful prototypes that were used to help us and the CleanSpace team make decisions for the final website. 

The MCO team also managed all coding and development for our custom CleanSpace theme to be built with Wordpress functionality and HubSpot integrations, complete with proper analytics tracking, website redirects, and established metrics reporting for future performance analysis.