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Your AI Powered Database Tuner
The Client
The Otter Tune team had great energy, a new product with incredible potential, and a disruptive streak. What they didn’t have was a compelling digital presence to get OtterTune effectively to market. Our Objective: Impress future team members and attract customers with a compelling web presence, elevate the Otter Tune product experience, and give their investors the confidence that OT can market its awesomeness.
The Project
Tuning databases is more exciting when a gritty, mischievous otter is your mascot - with custom DJ OT illustrations by cartoonist Liam Walsh we knew we had a fun challenge ahead of us. OtterTune needed an updated and more extensive web presence, and Product Storytelling was a key focus - ensuring that they were able to communicate key differentiators and product benefits in a compelling way. For start-up companies, new product development goes hand-in-hand with the marketing.
Digital communication is built on real product offerings - features that are often going through iterations in parallel to the site design - meaning that the competitive positioning and key messaging points are critical to informing our work.
The Approach
The first step is to understand what the product does and why that’s great. This flows into the competitive positioning statement and unique value prop statement that becomes the foundation of our messaging strategy. We restructured the site and main user navigation to support the primary flows and call to action – focusing on introducing the new product and highlighting the core capabilities and features.
With a new color palette, type system and brand statements, the notorious DJ OT storylines make a memorable experience to engage customers – who, like the mascot, now get to occasionally sit back and relax with some beers while OtterTune takes care of business.
