THE CLIENT

Bridge Innovate is a certified woman-owned small business that helps organizations innovate and grow. Where traditional consulting firms offer templates, Bridge Innovate explores their clients' worlds, imagining new possibilities for growth and change. Through a potent blend of design thinking, strategic foresight, and change management expertise, Bridge Innovate has expertly guided organizations to lead, think, and problem-solve differently.

‍

THE CHALLENGE

After two decades of helping clients transform their businesses, Bridge Innovate faced its own pivotal moment. Their expertise and their brand needed to keep pace. How could they effectively showcase their evolved experience and value proposition of strategic insight and human-centered design to their target audience of C-suite executives? Bridge Innovate sought Protagonist Digital as a partner to elevate its brand, refine its messaging, and enhance its digital presence—all to better communicate its unique approach to consulting.

‍

THE SOLUTION

Protagonist Digital crafted a comprehensive rebrand that went beyond superficial changes. By digging deep into customer perceptions and rebuilding the digital experience from the ground up, they created a brand that more faithfully reflected Bridge Innovate's expertise. The approach unfolded in four strategic phases:

1. Customer Insight Gathering
2. Analysis & Strategy Development
3. Implementation & Launch
4. Ongoing Evaluation

‍

Stage 1: Customer Insight Gathering

The Protagonist Digital team initiated the project by designing and conducting thorough customer insight gathering sessions. This phase was critical to understanding the perceptions, needs, and expectations of Bridge Innovate's key stakeholders.

• ‍Focus Group Design and Execution: Protagonist Digital worked with Bridge Innovate to meticulously identify and select executives representative of Bridge Innovate's customer base. Diverse participants were chosen to ensure a wide range of perspectives. A detailed discussion guide was developed, featuring open-ended questions to encourage candid feedback and instant reactions. Virtual focus groups were conducted via Zoom, allowing for efficient data collection and documentation. Notable participants included executives from Unum, Shaw, and other prominent organizations.
• ‍Survey Administration: To complement these qualitative insights, Protagonist Digital deployed targeted surveys designed to gather quantitative data and validate qualitative findings. The survey included questions about future market conditions, credibility factors, content preferences, and Net Promoter Scores (NPS). This dual approach revealed not just what clients thought, but why they thought it.

‍

Stage 2: Analysis & Strategy Development

Raw data means nothing without interpretation. Protagonist Digital meticulously evalulated the feedback, identifying critical patterns in Bridge Innovate's current positioning.

• ‍Data Analysis and Synthesis: The data from focus groups and surveys were analyzed to pinpoint key themes, preferences, and pain points related to Bridge Innovate's current branding and website. This involved identifying areas where the existing brand was not effectively communicating the company's value.
• ‍Strategic Plan Formulation: A strategic plan was developed to address the insights gathered. This plan outlined how to refine Bridge Innovate's branding and website to better resonate with C-level executives. The strategy included considerations for SEO, content marketing, and social media integration.
• ‍Creative Brief Development: A creative brief was created to guide the new branding direction, key messaging points, and website enhancements. The creative brief that emerged focused on a crucial pivot: shifting perception from "services offered" to "expertise delivered." This meant highlighting Bridge Innovate's thought leaders and showcasing transformative client success stories.

‍

Stage 3: Implementation & Launch

The strategy then took shape, beginning with the website's content and user experience (UX).

• ‍Branding & Website Redesign: With the help of Shiift Creative, Protagonist Digital focused on creating high-quality, informative content that addressed the specific needs and challenges of the target audience. After developing prototypes, the designs were validated through usability testing with representative users, ensuring data-driven decisions.
• ‍Rollout Plan: A detailed launch plan was developed, including internal briefings, customer communication, and PR outreach. Key updates included a new color palette, logo updates, and refined messaging that emphasized empowering teams to "think, lead, and problem-solve differently." The site architecture was rebuilt to showcase Bridge Innovate's core capabilities in design, strategy, and change management.

‍

‍

THE RESULTS

Bridge Innovate's rebrand led to more than just a fresh coat of paint:

• Enhanced Brand Perception: The refined messaging and visual identity better communicated Bridge Innovate's unique value proposition and expertise. Clients perceived Bridge Innovate as a strategic partner capable of driving innovation and change.
  
• Improved Website Engagement: The website redesign resulted in increased user engagement and a more intuitive user experience. Content was prioritized based on customer needs and preferences, leading to higher conversion rates.
  
• Stronger Client Relationships: The focus groups and surveys fostered a deeper understanding of client needs, strengthening relationships and building trust. Clients felt heard and valued, leading to increased satisfaction and loyalty.
  
• Clearer Value Proposition: Bridge Innovate successfully transitioned from emphasizing services to highlighting expertise, making it easier for clients to understand and engage with their offerings.
  
  

By anchoring every decision in customer insights and strategic thinking, we helped Bridge Innovate craft its growth story by articulating their true value and strengthening their market position. The result wasn't just a refreshed brand, but a revitalized business ready for its next chapter of growth.

"Working with Protagonist Digital is not the same as hiring an agency—it's like gaining a strategic partner who cares as much about our success as we do. They were able to see beyond our surface and articulate the depth of our expertise after two decades of being in business. For any organization looking to bridge the gap between who they truly are and how they're perceived, I couldn't recommend Luke and his team more highly."

— Jenny Whitener, CEO & Founder, Bridge Innovate

‍