Enhance: Rebranding an Ethical Communication Lab

Overview

The project repositioned Enhance as an Ethical Communication Lab, translating its approach into a coherent brand narrative, visual identity and digital presence. My contribution connected strategic positioning and creative direction with content development, multimedia production, website implementation and launch coordination.

I directed an iterative, AI-assisted workflow to develop and refine copy, visual assets and code. The scope extended to a promotional film, UX content adaptation, cookie consent integration and analytics configuration, bringing together the creative and operational requirements of the rebrand.

• + Brand Strategy & Creative Direction
• + Multimedia Content & Video Production
• + Website Experience & Digital Implementation
• + Consent Management & Analytics

Brand Strategy and Creative Direction

I developed the positioning and guided its application across messaging, visual content and service presentation, establishing a consistent foundation for the new brand.

• + Strategic Positioning and Brand Narrative:

  Reframed Enhance from an agency into an Ethical Communication Lab, articulating its approach to communication as a tool for organisational and systemic change. Developed the Investigate, Reshape, Experiment and Apply narrative to connect the lab’s principles with a clear, practical methodology.

• + Visual Art Direction:

  Defined visual references and directed the development of sculptural imagery, geometric compositions and background treatments. Guided image generation and adaptation to maintain consistency across website sections, multimedia assets and interactive elements.

• + Brand Messaging and Editorial Development:

  Developed and refined website copy, service descriptions, article titles and calls to action. Aligned messaging across the homepage and supporting pages, connected editorial content with the lab’s methodology and clarified how the positioning translated into services and ways to work together.

• + Offer Structuring and Presentation:

  Refined service packages, scope descriptions and pricing presentation to support the new positioning. Organised the offer into focused services, ongoing expertise and broader engagements, with expandable scope and pricing information to support progressive exploration.

Multimedia Content and Video Production

I translated the brand strategy into visual and audiovisual content, connecting creative storytelling with the requirements of digital delivery.

• + Promotional Film and Brand Storytelling:

  Developed a short promotional film presenting Enhance’s approach through a progression from established barriers to new possibilities, experimentation and wider application. Created the narrative structure, script and captions, aligning the message with the animated imagery and the lab’s methodology.

• + Video Editing and Audiovisual Direction:

  Directed sequence selection, editing order, pacing and music exploration. Refined the relationship between imagery and text to communicate the brand’s perspective on interconnected systems, sustainable change and communication as part of the solution.

• + Image Production and Asset Optimisation:

  Directed the creation and adaptation of visual assets through reframing, background extension, colour and gradient refinement, transparent cutouts and format conversion. Prepared imagery for different website placements, balancing visual consistency with framing and delivery requirements.

• + Web Multimedia Integration:

  Adapted video and image assets for website layouts and integrated them into service cards, background sections and animated sequences. Refined media dimensions, poster references and display behaviour to support a coherent experience across page formats.

Website Experience and Digital Implementation

I translated the new positioning into a connected website experience, combining information architecture, UX content and front-end implementation with launch preparation and measurement setup.

• + Website Design and Front-End Implementation:

  Created and revised pages within the existing website framework using HTML, CSS and JavaScript. Refined responsive layouts, typography, spacing and interactive behaviour, resolving issues affecting content hierarchy, image loading, animation and logo visibility.

• + Information Architecture and UX Content:

  Structured content across brand, services, methodology, insights and contact pages. Refined navigation, section links, article listings and related-content journeys. Adapted headings, interface labels and calls to action to improve clarity and usability, including mobile navigation and service exploration.

• + Accessibility, Metadata and Search Preparation:

  Developed descriptive alternative text and refined page titles, canonical URLs and social-sharing metadata. Reviewed internal links, filenames, sitemap.xml and robots.txt to align page identity, navigation and crawler guidance with the updated website.

• + Cookie Consent Management:

  Integrated Silktide Consent Manager across the website and connected visitor consent choices with Google Consent Mode. Positioned default consent settings before Google Tag Manager and implemented consent updates alongside the dedicated privacy and cookies page.

• + Tag Management and Analytics Configuration:

  Installed and aligned Google Tag Manager across the website and configured Google Analytics 4 through the container. Worked through tag detection, firing and consent checks using Tag Assistant, alongside internal traffic exclusion configuration to distinguish my own visits from audience activity.

• + Domain Transition and Launch Coordination:

  Coordinated the website’s transition to enhance-lab.ch, including domain and hosting configuration, certificate setup and contact email updates. Reviewed files before FTP deployment and corrected domain references, internal links and supporting website files to prepare the rebranded site for launch.

AI-Assisted Production and Quality Assurance

ChatGPT supported the production process across copy, imagery, media adaptation and code. I retained responsibility for strategic direction, creative decisions and review, using structured briefs and focused feedback to guide each iteration.

• + Creative Briefing and Prototyping:

  Translated positioning objectives into actionable production briefs using source files, visual references and explicit constraints. Developed copy, visual concepts and code revisions while maintaining consistency with the brand direction and existing website framework.

• + Production Workflow and Asset Management:

  Coordinated revisions across page content, visual assets and multimedia formats. Specified dimensions, filenames and placement requirements, and maintained alignment between content, media references and implementation files.

• + Iterative Review and Quality Assurance:

  Reviewed successive outputs against the intended narrative, design and functionality. Identified and corrected issues affecting framing, readability, navigation, responsiveness and interactions, refining deliverables through targeted feedback and implementation checks.