Building trust through experience
Introducing innovative concepts frequently encounters the hurdle of establishing trust. In the case of Suitable, the challenge was to instill trust by upholding promises, promoting user collaboration, and delivering on concept. The objective was for universities to confidently embrace their platform, with students perceiving it as a valuable tool for enriching their lives. To meet this challenge, Suitable sought a holistic brand transformation, a revamped marketing outreach website, and a seamlessly integrated multi-user cross-platform experience for their innovative student engagement solutions.
Creating the pathway for enhanced student engagement
With a goal to bridge the gap between graduate employment rates and employer satisfaction, Suitable sought to create a measurable and guided experience for students and administrators. They wanted to help students develop competencies that can only be honed outside the classroom, providing them with proof of robust learning experiences for future employers. At the same time, they intended to help schools better measure program efficacy and improve student success.
Collaborative growth and evolution
What started as an exploration of a new visual identity, over a series of collaborative working sessions, has grown into nine years of building their entire brand, marketing, and product experiences. To this day, we continue to learn and collaborate with Suitable's ever-growing team and user community, iterating, building, and simplifying innovative paths for the long and short-term benefit of their business and the individuals they serve.
Proprietary and timeless identity
Suitable's brand identity was inspired by a unifying spirit of student success and pathways to greater achievement. As an abstract brand mark, Suitable's horizontal lines reach up and forward while encapsulated by an abstract badge that doubles as a tie, conveying a sense of seriousness about student achievement and readiness for a career. The core brand values and aesthetics are expressed on everything from the product user experience to its trade show booth footprints, audience facing website, and email marketing, all the way down to the company's Hawaiian t-shirts.
Clarity through a “moving” benefit centric story
Achieving clarity through a "moving" benefit-centric story involves creating a narrative that not only informs but also resonates emotionally. By emphasizing tangible benefits dynamically the story becomes more engaging and memorable, fostering a deeper connection with the audience throughout all of Suitable's customer touchpoints.
Audience focused website
Working closely through a series of user conversion flows, sitemap documentation, content-driven wireframes, and expressive brand elements, we created a website that acts as an extension of Suitable's sales and success teams. It's designed to attract, engage, and convert potential customers, making it more than just an online presence – it actively supports their sales goals, serving as a central hub for all inbound and outbound marketing efforts
Multi-user, interconnected desktop and mobile experiences
Since the inception of the Suitable desktop platform to the student-focused mobile app, we've actively engaged with key stakeholders and the expanding user base. Our aim is to craft experiences that seamlessly integrate into users' lives, foster engagement, and significantly contribute to success. Collaborating closely with the talented developers at Suitable, we continue to specify, wireframe, and design key features that align with the product's roadmap.
Growth marketing and physical experience
We believe every customer touchpoint is an opportunity for a memorable consistent interaction. As consumers, we're bombarded with offers and unnecessary services, so we focus on what truly makes human interaction memorable in Suitable emails, trade show footprints, physical mailers, and brand ephemera.
Providing a positive change
Fine Humans played a crucial role in shaping the Suitable brand identity, enhancing the user experience of their digital product, and creating marketing materials to promote their services. These contributions have directly contributed to Suitable’s success and their measurable ROI in terms of the number of schools, students reached, experiences tracked, achievements implemented, and experiential learning records created.
We also played a significant role in branding the Suitable Pathways conference, which has been experiencing steady growth in attendance each year. The branding of this conference is an essential aspect of Suitable’s growth marketing strategy. It helps in attracting more attendees, improving the conference’s visibility, and contributing to Suitable’s overall success. This growth in conference attendance is a testament to the effectiveness of Fine Humans’ branding efforts and the positive impact it has had on Suitable’s long-term ROI.
