More than a website.

In many ways, designing and defining what goes into an enterprise’s website is a bit of a brand exercise. Even though we know what the logo looks like, what font is used, and what the colors are, there is an expression that needs to be defined, dialed, and delivered—that reflection of your personality in the marketplace, the combined look, feel, and messaging elements that tell audiences exactly who you are, and ensure they’re always met by a consistent presence.

For POLITICO Pro, leg work during an early-on brand campaign identified a big idea: Pro is about the professionals that use it. Those professionals were defined in four main profiles: analysts, lobbyists, consultants, and researchers. All four deal with incredibly complex, ever-shifting government policies—and all four need a clear and unbiased source of truth.

The Pro in Profiles.

That was the genesis of the “Profiles” campaign that deeply influenced our website work. With the goals of gathering new leads and subscriptions, and encouraging existing subscribers to take advantage of premium services, the team got to work on bringing it to life.

Much more than a website, this was a way to show the big picture, and how it specifically relates to each type of subscriber. Along with a brand anthem, marketing templates, messaging platform, and paid social promotions, POLITICO Pro finally had what it needed to show policy wonks what makes it a must-have.