Purple PR: Website Analysis

Navigation

• Self-explanatory (intuitive)
• Automated
• Customizable visual experience
• Projects categorized by type, brand and moment

Visual Design

• Very visual (lots of imagery)
• Mix of images and video clips
• EBranding is simple and clean
• Professional
• Concise

Intent

• The intent of Purple PR’s webpage is to display their robust collection of projects.
• They communicate this through categorizing their projects to make it easy for their viewers to navigate.

Voice

• Bold
• Inviting
• Energetic
• Professional
• Concise

Tone

• Since there is not a lot of written description about the brand and their projects, the tone can come across as impersonal and emotionless.
• The majority of the website uses images which come across as very polished and professional which distances itself from the viewer, depending on the persona

Brand

• Purple PR’s website is very modern and to the point. The home page acts as a landing page for everything the viewer needs to know about the brand.
• There are no distinct pages, rather a filter to help navigate the main page. The other elements of the website include work with us/join us/ sub-pages which communicate a little more about what the agency does and their core values.
• Visually, the branding of the agency is pretty minimal as the font and all text on the website is in black.
• The brand lets their work speak for itself and uses imagery of their projects to bring in color and intrigue to the website.
• One of their core values is sustainability and this is distinctly mentioned in the work with us page.
• One can argue that this webpage does not provide information in a very obvious way, it is rather intuitive.
• This could lead some viewers to think that the website lacks depth and is not very warm/friendly/accessible.

Persona:

Emma Stevens, Marketing student at university

• Has a school project where she has to create a marketing campaign for a luxury beauty brand.

She already follows Purple PR on instagram and decides to visit their website for inspiration for ideas on her campaign. Upon arriving on the website, she is intrigued by all the possibilities she can take her brand as the agency has covered such a vast range of projects. There is a lot she can look into so uses the filter option to select the categories she is looking for in order to specify her options. She wants a bigger overview so uses the + and - navigation buttons to ease her control of the website and gauge a quicker understanding of various projects. Even though she has access to their portfolio, she is having a hard time grasping exactly what the agency has done (as this will help with her marketing plan) so decides to look through other websites to help fill the gap that Purple’s website has created.

Emerging fashion brand

• Upcoming fashion brand in London is looking for a PR agency to represent them: potential client

They are looking for a team to handle their PR strategy and communications as well as help hosting and organizing events. They have heard about the work Purple PR has done for other brands through social media and decide to reach out. The brand is able to locate an email address to contact the agency, but is having a hard time understanding what exactly the agency can do for them and what the agency offers. So, they end up reaching out to another agency instead.

Franco Elmadi

• 29 year old accountant

Unsatisfied in his current job as an accountant Wants to follow his true interest of advertising in fashion Comes across Purple through work they did for a fashion week event in New York Goes to apply for a job at Purple on their website He is easily able to navigate the website to find where he can apply, but is overwhelmed with the content of the webpage.

Wireframe:





Copy Deck:

Title: Purple PR

Body Copy: Global communications agency for luxury brands & innovation; fashion, beauty, lifestyle, events, VIP and digital.

Title: Work With Us

Body copy:

PURPLE understands the world of luxury, offering connected services across Press, Communications, Social Media, Events, VIP, Creative Strategy, Brand Strategy and Talent Partnerships. Culturally fluent and hyper-connected, we partner with our clients to create maximum impact. Bringing together 25 years of strategic brand building experience with next generation in-house talent, we deliver creative thinking and game-changing ideas to drive commercial success. Our clients span multiple divisions including Art, Design & Culture, Beauty & Wellbeing, Fashion & Jewellery, Restaurants & Bars, Property & Placemaking, Events, Charity and Sustainability. Our commitment to sustainability is a core agency value and we continue to introduce business practices to reduce our clients’ impact.

• Contact: enquiries@purplepr.com

Title: Join Us

Body copy:

We are a team of creators and innovators. We know there is more than one way to get things done, and we cultivate a range of diverse perspectives. PURPLE is always growing and seeking new talent to join our global community. Please click here to see our current vacancies, or for any general enquiries, please email careers@purplepr.com

Competition:

I think the strongest factor that Purple has against other PR agencies is that their branding is very to-the-point. The landing page is one sentence on what the agency does as it immediately takes the viewer to their portfolio. However, they could create a strong brand identity through providing more information and insights into how their services have contributed to their projects. For example, by providing a little bit about each project and why it was successful. Looking at Karla Otto’s website, another PR agency, Purple could include a section on the services they offer to their clients, so potential customers can have an idea of how they can employ Purple to fulfill their goals.