As Director, Content Strategy at Huge Oakland, I was key in winning the pitch and planning the content strategy and overseeing & executing track activities for a comprehensive redesign of Dolby’s main website, shifting the brand’s profile from a “technical ingredient” to a consumer lifestyle appeal.
The account took on rebranding, design, and content experiences across the site and social channels, with numerous interconnected initiatives and focuses. Some highlights:
To support Dolby’s move to a more consumer-oriented appeal, I developed an overarching content strategy informing site taxonomy, material, flows, and tone - along with narrative and messaging schemes for various site pages, supporting and satisfying user flows and business goals.
I crafted a messaging and positioning framework and concepts for ongoing editorial video and content marketing elements that would support Dolby creating premium “non-marketing” material to engage consumers and express the brand.
To support Dolby’s content teams in deploying and maintaining the new content experience, I created an editorial playbook that included the editorial content identity and its messaging, directed content generation and deployment by type and model, and recommended an ongoing optimization strategy.
To help Dolby grow the sophistication of their consumer outreach, I defined an omnichannel strategy to guide them conceiving, developing, and deploying their consumer-oriented content presence across all digital touchpoints.
I supported a smooth replatforming with content models and mapping of selected content.
