BRAND DEVELOPMENT
My work
with Percussion IQ
web design | digital content | brand strategy
WEB DESIGN
Storytelling meets
page design
+138%
Increase of conversions
-32%
Decrease of bounce rate
Percussion IQ is a marching percussion education organization based out of Scottsdale, Arizona. Back in August of 2017, I had the opportunity to redesign their website. Using Wix, I wrote, crafted, and structured content into a sleek, refined interface that led Percussion IQ followers through a user journey.
The site went through two revisions based off content audits to shorten the user’s journey to a conversion. I used user surveys and Google Analytics data to integrate user research into the process of redesign. In doing so, I increased conversion rates and decreased bounce rates.
While designing Percussion IQ’s website, I was given the opportunity to tell the brand’s story and present their value proposition. Their product is complex and the audience is niche, but the message is powerful. I prioritized information architecture, making sure the user journey would convince a young drummer that Percussion IQ would help them accelerate their path to becoming a world-class performer. The result was a clean, intuitive user experience that increased conversion rates and lowered bounce rates.
The original site was built to sell Percussion IQ’s centerpiece product, the IQ Test. Recently, they invested in a new line of apparel and need the site store to be built out. I took this as a chance to rework the site’s broader UX to place a greater weight on the store and to minimize the user’s flow to a conversion. Take a look at this project below and click on any of the slides to learn more about each screen.
DIGITAL CONTENT
Social media, email, print, and more
I designed visual concepts for marketing campaigns including social content, print advertising, event promotion, video, email marketing, and more. Using this content, I posted consistently on IQ’s social media to promote the company mission, brand identity, and product attributes to the target audience, resulting in a 100% increase of the follower base over 2 years.
10k+
Accounts reached/week
30k+
Impressions/week
100%
Increase in followers over 2 years
STYLE GUIDE
Brand new looks
Percussion IQ started out small, with one main product offering. Once they diversified their value proposition the two color scheme felt limited. I saw this as an opportunity to take the brand in a new visual direction. Out with the maroon and grey color scheme of the past and in with a new style guide. This opened the brand up to expanding their visual character while keeping their message consistent. Transferable, adaptable, and balanced.
TESTIMONIAL
A word from IQ's
founders
JOHN MCCLEAN
co-founder
“Sabeel has been instrumental in creating the brand and identity of Percussion IQ. It’s extremely rare to find an individual with his level of artistic talent in addition to a deep understanding of how integrate that into the end user experience. His ability to take abstract concepts and turn them into highly engaging content has grown our customer base exponentially. His keen eye for web design and awareness around current trends has been a huge driver for our business. His conceptual thinking ability coupled with his creative touch has given our company the polished branding it was missing. Not to mention, his responsiveness and professionalism are unmatched. His enthusiasm and passion for what he does is infectious. It’s helped drive our vision and motivated everyone he’s come in contact with. Since Sabeel has taken over our marketing and social media content creation he’s been nothing but stellar.
I’ve had the opportunity to know Sabeel outside of work for several years prior to bringing him onboard at Percussion IQ. I can say without hesitation you’ll never find a more articulate, nicer, and genuine person to be around than him. There’s no doubt in my mind that he’ll make a great addition to any marketing team lucky enough to have him.”