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Exceptional strategies, Bespoke service

Team Crawford

Creating marketing strategies and analyzing data
to help Crawford Investment Counsel
continue to grow their clientele.

Crawford Investment Counsel

Project Details

Service

Website Redesign

Figma Prototype &
User Testing

Service

Data Analysis

Client Map &
Hubspot Data Analysis

Service

Marketing Strategy

Best Practices, ALMNAC Framework, & Trademarking

Meet the

Team

Team Member Name

Lauren Buie

Lauren is a fourth-year PR major from Brunswick, Georgia. As the Brand Strategist and Copywriter, she is responsible for shaping Crawford’s brand image, identity, and overall marketing strategy. Lauren’s primary responsibility is to develop and execute strategies that help to enhance the brand's reputation, visibility, and market position. As the copywriter, Lauren also oversees all copy to engage the target audience and drive brand awareness.
Team Member Name

Ava Glassen

Ava is a fourth-year PR major and business minor from Newport Beach, California. As the Director of Web Design, she leads the capstone website development portion of the project. She also works to keep the website consistent with our client’s overall brand and style. Ava collaborates with the team to get input and feedback on how to present our project digitally. She also helps the team with checkpoint slides and developing analysis and strategy deliverables.
Team Member Name

Marisa Gu

Marisa is a fourth-year advertising major from Peachtree Corners, Georgia. As the Project Manager and Design Director, she is responsible for the planning and execution of the Capstone project as well as the design of deliverables and website prototype (UX). Marisa oversees the completion of the project, keeping the team on track. She also designs internal deliverables such as checkpoint presentations. Additionally, she develops the wireframe and prototype for Crawford’s website redesign.
Team Member Name

Shahla Le

Shahla is a fourth-year risk management major from Forest Park, Georgia. As the Lead Researcher and Co-Director of UX Design, she is responsible for conducting thorough competitive audits, analyzing industry trends and competitor strategies, and actively participating in website prototyping. Additionally, she collaborates closely with Design Director Marisa Gu to translate research findings into actionable insights. This involves ensuring the implementation of user interface improvements for a visually appealing digital experience, as well as aligning the website redesign with the client’s brand, values, and business objectives.
Team Member Name

Deborah Yoon

Deborah is a fourth year advertising major from Johns Creek, Georgia. As the Account Executive & Creative Director, she is responsible for maintaining client communication, spearheading the creation of all designs including the Perpetual Accumulation™ static and motion graphics, and the distribution of the final deliverables.

Checkpoint One

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Exploratory Research

Extensive research about our client background, target audience, and main competitor. .
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Project Plan

Covers client goals, deliverable ideas, potential challenges & solutions, and a project timeline.
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PR / FAQ

Sample press release and frequently asked questions about our client’s operations and goals.

Checkpoint Two

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User Research

Key takeaways from employee interviews and a brief breakdown of user testing strategies.
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UX Map

Target audience persona, low-fidelity wireframe, and UX inspiration for the Crawford website.

Checkpoint Three

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1.0

Rough draft of our final deliverables for Crawford.
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Visual Design Guide

Brand kit for Crawford including logos, brand colors, and typography.
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Poster

Poster advertising our project for SLAM featuring our new logo and tagline.

Checkpoint Four

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1.1

Revised and updated analysis and strategy deliverables for our client.
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Launch / Handoff Deliverables

Complete data analysis and marketing strategy deliverables to handoff to Crawford.

Final Deliverables

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Final Project

Complete project including the three main deliverables we focused on throughout the semester.
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Stage Presentation

Final slide deck recapping our Capstone project at SLAM.
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Trailer

A visual synopsis of the main objectives and deliverables of our Capstone project.
New Media Institute

Exceptional strategies, Bespoke service

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