Jrock Revolution Brand Refresh
A top news and media Jrock destination site.
To rebuild Jrock Revolution’s website and successfully capture and manage the demands of a burgeoning market.
Our success in developing JRR.com was so overwhelming that we effectively outgrew and outpaced the site. As such, this created multiple challenges that required creative solutions.
The original design and architecture of JRR.com was extremely limiting in its functionality, and was insufficient to accommodate the site’s needs and support its continued expansion. Moreover, the site’s appearance, including the logo, were outdated and visually weak, leading to a diminished user experience. We decided to perform a complete site rehaul from the ground-up, and refresh the brand’s look and feel.
The loyal fanbase that we built in the initial 6 months of our brand marketing strategy for Jrock Revolution was integral to the continued success of the site. As our target market was incredibly technologically savvy and spent the majority of their recreational time on the Internet, we had to take care with any major changes made to the site. A consumer-centric approach prioritizing user experience was critical to all decision-making.
Our team rebuilt the site architecture around content organization and structure for optimal searchability, and created a great front-end design to refresh the appearance. We redesigned the site logo to give it an edgier, more modern look to appeal to our target market while retaining motifs from the original logo.
To make sure the new site would be accepted by JRR.com’s community, we unrolled a beta version using Expression Engine. Once the beta version launched, we engaged the community and invited them to become a part of the website’s redevelopment by providing us with feedback, complaints, and suggestions. This strategy established a sense of ownership amongst the loyal fanbase, increasing brand loyalty towards the site. Following this initial test period, we produced a final rebuild in Joomla, which provided us with optimal media capability. In addition to revamping the site, we expanded our e-commerce store to include branded merchandise designed by our team. All these efforts contributed to establishing the brand’s new identity in our audience’s minds.
After the final launch of JRR 2.0, 100% of the target audience indicated in surveys that they were more satisfied with the new version of the site than the old, stating that the redesign was far more organized and aesthetically pleasing. 100% of the site’s users also preferred the new logo and image.
Due to the overwhelming receptiveness of our market, it took very little time for our rebranding strategy to take effect. This allowed us to launch a massive volunteer recruitment effort that expanded the site’s team to over 100 members worldwide, making it possible for us to provide coverage of global events. The website’s bounce rate decreased by 18.4% and visitor duration increased by 73%.
Within 6 months of launching the new site, we successfully doubled JRR.com’s traffic, as well as its number of forum users and followers across all social media channels.
I love working with them as they have been instrumental in handling the marketing, branding and administration for our website as well as working on a lot of the on-line and off-line marketing for some of the Japanese releases that we have serviced in the U.S. I highly recommend them.
President, Jrock Revolution