From Outdoor to Omnichannel: A Web Redesign for Blue Bite Media
The omnichannel capabilities were already there. The website and messaging just were not telling that story. Blue Bite operates two distinct businesses: Connected Products and Connected Media. Connected Media had strong recognition in the OOH advertising space, powered by geofencing and its proprietary Shadowfencing technology. But its actual capabilities already extend to audio, video, display, connected TV, and digital. The fix was not a rebrand. It was a reframe. The business did not need to change. The story did.
My Approach
This wasn't a brand refresh — it was a strategic reframe. The goal was to shift perception, not rebuild identity. I worked closely with the Connected Media team to understand the full ecosystem: every channel, every capability, every proof point that wasn't being communicated.
From that foundation I built a channel-first narrative architecture — an omnichannel overview page that connected all the media touchpoints, supported by individual channel pages that gave each vertical its own clear story. Every page was designed to be modular and scalable, so the team could add new channels or update existing ones without redesigning from scratch.
Solution
I designed a new omnichannel overview page and a set of channel-specific pages to make the full ecosystem visible and navigable.
- Structured a channel-first narrative that connected all media touchpoints into one coherent story, giving the platform a sense of breadth without losing clarity
- Designed modular Webflow layouts built for scalability, so future channels could be added without redesigning the system from scratch
- Created visual differentiation for audio, video, display, DOOH, and CTV, distinct enough to communicate individual channel value and consistent enough to hold the ecosystem together
- Collaborated with the Connected Media team to align creative direction with their positioning strategy and sales narrative
- Created custom illustrations, sourced photography, and integrated motion elements throughout to elevate the storytelling beyond a standard feature page
Results
- Launched 6 new pages to clearly define Connected Media’s omnichannel positioning
- Developed modular sections reusable across pages while customizable per channel
- Expanded perception beyond outdoor advertising to a fully connected ecosystem
- Strengthened Sales conversations with a clearer, unified narrative
- Created custom illustrations, sourced photography, and integrated motion elements to elevate visual storytelling
Skills Performed
Brand Positioning · Omnichannel Strategy · Web Design (Webflow) · UI/UX Layout · Modular Systems · Marketing Alignment · Cross-Functional Collaboration · Visual Communication
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