Toyota Scion, a youth-focused brand, saw an exciting opportunity to differentiate itself from the main Toyota brand and better showcase its cars and features. To engage their target demographic, they aimed to create a new, mobile-friendly website that would highlight their unique offerings and reflect their innovative spirit. This new platform would elevate the user experience and strengthen their marketing efforts, making a lasting impression on their audience.
My Role
Visual Design User Experience
Team
Brand Marketing Information Architecture
My Role
Visual Design User Experience
Team
Brand Marketing Information Architecture
My Role
Visual Design User Experience
Team
Brand Marketing Information Architecture
The Challenge
Design a mobile-friendly website for Toyota Scion will differentiates it from the main Toyota brand, and appeal to its youth-focused demographic.
The Challenge
Design a mobile-friendly website for Toyota Scion will differentiates it from the main Toyota brand, and appeal to its youth-focused demographic.
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The Plan
Our approach began with a comprehensive assessment and audit of the Scion brand, analyzing its positioning, user feedback, and performance metrics. We then conducted an in-depth exploration of the upcoming Scion vehicle lineup to identify key features and target demographics. Ensuring alignment with existing web efforts, we adhered to brand guidelines and integrated consistent content across platforms. Collaborating closely with another agency responsible for Scion's web presence and brand campaigns, we synchronized efforts to ensure a cohesive digital strategy. Finally, we worked with the marketing team to create promotional content and coordinate the website launch timing to maximize impact and visibility.
The Plan
Our approach began with a comprehensive assessment and audit of the Scion brand, analyzing its positioning, user feedback, and performance metrics. We then conducted an in-depth exploration of the upcoming Scion vehicle lineup to identify key features and target demographics. Ensuring alignment with existing web efforts, we adhered to brand guidelines and integrated consistent content across platforms. Collaborating closely with another agency responsible for Scion's web presence and brand campaigns, we synchronized efforts to ensure a cohesive digital strategy. Finally, we worked with the marketing team to create promotional content and coordinate the website launch timing to maximize impact and visibility.
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Impact
The launch of the Scion.com mobile website was met with positive reactions, resulting in a significant increase in mobile traffic. By leveraging the latest HTML5 technology, the site offered a seamless and engaging user experience. Additionally, the integration of the mobile site with other Scion lifestyle properties, such as Scion Racing and Scion AV, effectively drove traffic and increased overall brand engagement.
Impact
The launch of the Scion.com mobile website was met with positive reactions, resulting in a significant increase in mobile traffic. By leveraging the latest HTML5 technology, the site offered a seamless and engaging user experience. Additionally, the integration of the mobile site with other Scion lifestyle properties, such as Scion Racing and Scion AV, effectively drove traffic and increased overall brand engagement.
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