Transform Your Future: OIC Philadelphia website redesign and rebrand

Full redesign, rebrand, UX/content strategy, and analytics.

Project snapshot

• Client: OIC Philadelphia
• Year: 2023

Services

• Website Redesign
• Campaign Strategy & Messaging
• UX Design & Research
• Strategic Branding
• Search Engine Optimization

The Background

OIC Philadelphia is a workforce development organization focused on empowering job seekers through training, placement, and supportive services.

The Problem

The legacy website and brand messaging needed a full refresh to improve clarity, discoverability, and conversion from prospective participants and partners.

Our Solutions

We delivered a comprehensive redesign and rebrand centered on workforce development outcomes. The new platform features:

Messaging & Brand Strategy:

• Developed the tagline "Transform Your Future" to unify job seeker programs and stakeholder messaging
• Clarified value proposition to improve resonance with prospective participants and employer partners
• Created brand guidelines and messaging framework to guide organizational communications

UX & Content Strategy:

• Redesigned information architecture to guide job seekers through training, placement, and support services
• Optimized conversion pathways for program enrollment and partner engagement
• Structured content to address key user questions and reduce friction in the discovery process

Technical & Analytics:

• Migrated to a modern, stable platform with built-in analytics and SEO optimization
• Implemented GA4 tracking with custom events for enrollment, partner sign-ups, and program interest
• Set up monthly performance dashboards to monitor outcomes and inform strategy adjustments

The Results

The redesign delivered measurable improvements across all key channels:

• +137% lift in organic clicks (direct searches for job training and services)
• +153% lift in search impressions (competitive visibility in workforce development space)
• +52% lift in users (expanded reach to job seekers and employer partners)
• $4M revenue growth year-over-year (attributed to improved program enrollment and partnerships)
• Clear positioning with "Transform Your Future" tagline driving consistent messaging across all touchpoints

Results

$4M Growth YoY

Revenue

+137%

Organic clicks lift

+153%

Search impressions lift

+52%

Users lift

Transform Your Future

Tagline