# 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](/content/our-work#service=Website+Redesign/index.html)
- [Campaign Strategy & Messaging](/content/our-work#service=Campaign+Strategy+%26+Messaging/index.html)
- [UX Design & Research](/content/our-work#service=UX+Design+%26+Research/index.html)
- [Strategic Branding](/content/our-work#service=Strategic+Branding/index.html)
- [Search Engine Optimization](/content/our-work#service=Search+Engine+Optimization/index.html)

## 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