Chameleon
As Chameleon's long-term design partner I redesigned their site and ad creatives for a new brand rollout, right in time for their $13M Series A.
Differentiate from Competitors
A big driver behind Chameleon's full brand refresh was making it easier for people to tell them apart from their competitors. During one sprint I redesigned the homepage and pushed that goal beyond the visuals, building a section that spells out the core reasons customers pick Chameleon over the alternatives.
As with any change to a high-traffic page, the new section went straight into an A/B test just below the hero. Google Optimise split traffic 50/50 between the existing homepage and the new version, which highlighted the features customers needed that competitors did poorly or skipped entirely.
"We've worked with Siguro over many projects. They move super quickly and we're able to be very lean, test and iterate effectively."
Pulkit Agrawal
CEO at Chameleon
Workflow and Collaboration
Chameleon's marketing team is full of talented content writers who ship new landing pages and update existing ones every single week. Each of those pages needs static and animated assets to illustrate the key features and benefits sitting alongside the copy.
To keep requests flowing without endless back-and-forth, I set up a new Trello board and used Zapier to connect a custom form that asks enough questions to give me all the context I need to create each asset. From there I work through the backlog and deliver assets weekly in priority order.
Animation and Motion Design
While working through the existing site and refreshing its assets, I spotted a chance to do more than match them to the new brand. Plenty of them explained the platform's features in a fairly convoluted way, so I produced a series of animated videos, used mainly in the hero sections of the core product pages. Motion demonstrates how Chameleon's experiences actually behave, and shows them in far greater context than a static image ever could.
"The website we have is a really important source of new business and revenue for us. Jamie really helps us drive it to becoming a highly customizable product. Essentially something that the marketing team can optimize, customize and adapt without requiring engineering effort."
Pulkit Agrawal
CEO at Chameleon
Approach to Content Management
Chameleon already had a website and a technology stack in place for their marketing site, and happily it was the exact setup I use on every project. I built reusable 'blocks' that can be edited and rearranged anywhere on the site. That modular approach lets Chameleon's talented marketing team move quickly, test ideas and build new pages without waiting on development work.
Reimagining Navigation
The navigation bar hadn't been touched in a long while, and the catalogue of content, resources and taxonomies was growing fast. There was a clear opportunity to give the marketing team enough control to experiment with surfacing key pages and resources somewhere prominent and visible.
Following the same strategy as the landing pages, I created reusable components the team could use to build their own navigation dropdown menus. Marketing now have full control of what goes into each dropdown, and can rearrange it, edit the content, add or remove blocks and change the colours and styling in seconds through the CMS.
Rebranded Ad Creatives
Designing Chameleon's ad creatives was made much easier by an in-depth guideline document, complete with brand assets, shapes, typography and a colour palette. Keeping every campaign on-brand was never in doubt.
Alongside refreshing the existing campaigns I designed a range of new ones. To help the Chameleon team hit their ambitious advertising targets, I created eye-catching creatives that drove strong results across multiple platforms and formats, including Google Display, Facebook, Instagram and LinkedIn ad campaigns.
420+ Ads Across All Campaigns
Every department at Chameleon uses data and metrics to drive decisions rather than relying on assumptions, and I work the same way. Instead of guessing which creative style would perform best, I designed a huge array of ad creatives across every campaign, tested hundreds of variations against each other, and fed the results into each new campaign that followed.
