The Best of You (and Us)

By admin on April 22, 2010 | Category: Press | No Comments

Thursday April 22, 2010

Coggan Creative recently launched its first community portal project, TheBestOfYouToday.com.

The Best of You Today (BOYT) is a groundbreaking new website for independent, health inspired women offering comprehensive information on spirituality, health, fitness, nutrition, style, recipes, wellness and related products in one easy to access location. More than a website, The Best of You Today is a movement dedicated to empowering women to achieve their best – every day.

The first challenge in designing the BOYT site was to create a compelling brand identity, one that would not only incorporate the BOYT mission and values, but accommodate the cross-media needs of the company’s ultimate goals.. “In a market segment that is sosaturated and competitive, the solidity of the brand we developed for BOYT was of primary importance,” says Coggan Creative’s founder, Chris Coggan. “ And in an online marketplace that huge players like Oprah.com call home, creating something unique was crucial.”

To accomplish this goal , Coggan Creative worked closely with the founders of BOYT to create an online identity incorporating the concerns and mindset of the demographic they wanted to serve. “We definitely had a focus,” explains Mojgan Rady, BOYT’s founder. “We wanted to incorporate that focus into our logo without alienating anybody. Chris and his team made that happen.”

Once the brand was solidified, the next step was to disseminate it across different types of media. “A solid brand easily transfers into all types of media” says Coggan. [“The need for usage guides and protocols should be embedded in the brand itself so designing alternate media –print, websites, promotional products – is second nature. A strong brand dictates all the design elements that surround it; to move into other media, we simply needed to extend the hallmarks of the logo we created.”

“We have had nothing but positive feedback on our website,” says Heather Johnson, BOYTs Chief Operating Officer. “We’ve talked to a wide range of industry professionals about our site and the consensus has been clear: great usability, great look and feel, excellent flow of information Coggan Creative has delivered an outstanding product.”