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Film Connection

A school for aspiring filmmakers to apprentice for some of the industry’s top producers and directors, The Film Connection of downtown Los Angeles engaged us in 2014 to reimagine their brand and overhaul their website. As seen in the numbers below, they enjoyed exceptional growth in 2015 from our efforts:


Increase in Site Visitors in 2015

Increase in Leads in 2015

Increase in Deals in 2015


IDENTITY DESIGN

The Film Connection wanted a new, more modern logo to enable the school to be perceived in a different light by interested students.

PROJECTING A NEW IMAGE

After extensive sketching and concepting, we arrived at a direction, creating a mark using the F and a backward C to form the part of movie projector where the film threads and loops through the feed sprocket. We then selected a geometric, sans serif font and customized it by moving the Ns together to visually emphasize connection.

STRATEGY

Garnering nearly all of their leads from their online presence, the school redoes their website every two years. For the redesign of the site to launch in 2016, we led the executive staff of the school through a dynamic, interactive and thorough discovery session to learn what their perspective students were looking for when choosing their education and how the Film Connection could meet their needs. The resulting roadmap told us where to take the brand moving forward.

BRAND ATTRIBUTES RESULT

After an extensive brand attributes sessions, we discovered the six essential elements that came together to form the school’s mission statement to guide the website design process.

The discovery session provided us with deep insights. We created customer personas that revealed archetypes of their representative perspective students to learn about their goals and needs. We guided their business development team through an objection matrix to discover what objections their staff received in the sales process, and how we could embrace and pivot on those challenges—while addressing those in new website design.

USER EXPERIENCE FLOW

We figured out what messages would resonate most effectively with perspective students and then turned to the UX wireframe for the new home page. We prioritized the messaging, organized them and broke them into blocks, such as the trust block which clustered reviews, affiliations and certifications in one section for maximum impact and clarity.

DESIGN

The next step after the discover session was creating a design stylescape with the look and feel for the site including color palette and typography selections, as well as photography direction and effects.

  • DISCOVERY
  • BRAND STRATEGY
  • IDENTITY DESIGN
  • WEBSITE DESIGN
  • ICON DESIGN
  • PHOTOSHOOT DIRECTION

PHOTOSHOOT

We recommended a talented photographer, selected the models based on the results from the customer personas discovered in the strategy session and provided direction at the shoot, both in the studio and on location.

WEBSITE DESIGN

With the discovery and strategy session results top of mind, we turned to designing the key pages of the site.

 

DESIGN DIRECTION

The energetic color palette along with fusing the models with photos of big cities gave the page designs a fresh, distinctive look. The imagery turns the students into stars of the show, able to fulfill their dreams of making movies and beginning a career in film.

INTERACTIVE MOTION DESIGN

Modern web browsers allow for dynamic, engaging movements. We turned over the page designs to the Film Connections development team with instructions for compelling moving graphics and animations throughout the site to make the site come alive.

CAMPUS PAGE DESIGN

LOCATIONS PAGE DESIGN

APPLICATION PAGE DESIGN

RESPONSIVE PAGE DESIGN

Dave Waite and Zookeeper rock. They are great at pushing the envelope without going over the top when it comes to creative design work. Their new discovery session process is a great boon to clients, often opening their eyes to who their customers truly are. At the end of the day, we all get judged on results—Zookeeper’s web designs have always improved website conversion results for my clients—and that’s an ROI you CAN measure. We love working with you guys because you totally get it.

–Mike Keesling, The Film Connection

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