Light your fire
We partnered with an organization to communicate the value and intricacies of their digital coaching platform for workplace excellence
Aduro’s mission is to unlock human potential and increase engagement in the workplace. They had an existing coaching platform that brought together rich content and meaningful incentives for organizations and their employees. But the company lacked a website that communicated the unique service they provide and the tangible value their customers can expect. To match Aduro’s mission of increasing workplace engagement, we set out to revitalize their digital presence.
Aduro has an audacious mission that is compelling, but difficult to communicate. Any story benefits from the “Show, don’t tell” mentality, but it was especially important in Aduro’s case. Much of what they do is related to abstract ideas like “mindsets” and “motivations,” so we had to think through how to communicate these in a way that wasn’t overly reliant on text. Opting for a highly-visual approach, we guided Aduro in telling their complex story through graphics and illustrations, with copy as a supplementary tool.
Changing the perception of workplace ‘Wellness’
Accurately conveying Aduro’s unique value proposition was essential. To position their company compellingly, we brought stakeholders, marketers, and designers together to place the brand on a continuum in a workshop format. We modeled requirements gathering exercises on the Hero’s Journey template. Essential questions included:
• “What’s the call to adventure for site visitors?”
• “How does Aduro assist them in overcoming trials and crises?”
• “What results can they expect, and how will they transform?”
The information we gathered played a key role in determining page structure and layout hierarchy, the visual language Aduro uses to communicate with users, and the messaging across the site: a personalized, inspirational, and modern approach to workplace and life coaching.
Human focused illustration and interactivity
Aduro’s offering is a combination of a digital product, the people who use it, and the science underlying the approach. The digital coaching platform is effective, but not without the excellent coaches who facilitate human performance. From the outset, we realized that we needed to tell a human story. We brought an interdisciplinary team of strategists, designers, and motion graphics specialists to pull it off.
Aduro’s model focuses on six areas: mindset and resilience, purpose and contribution, lifestyle and health, relationships and community, development and growth, and money and prosperity. Suffice it to say, there’s a lot to communicate about the value they provide. To explain everything in an easy to understand format, we combined text, custom illustrations, and interactivity to articulate Aduro’s holistic solution.
Communicating concepts cohesively
Data and Analytics
Aduro solves a clear problem, and it’s not speculative: research shows that people in the modern workforce feel less engaged than ever. A clear articulation of the problem was essential to communicating Aduro’s value. We incorporated data points into illustrations and interactions to show, rather than tell.
“Mindset,” “Purpose,” “Prosperity,” and “Growth” are central concepts to Aduro’s model, but simply providing a text explanation wasn’t enough. We created custom illustrations of people in settings that conveyed abstraction in a tangible, user-friendly way.
To ensure the concepts can be taken anywhere, where users go during their day, we prioritized mobile experience, ensuring that graphics and interactions transferred seamlessly to wherever they’re being accessed.