Foglifter: Positioning for the National Stage
Foglifter is a LGBTQ literary journal based in San Francisco that celebrates many different voices while affirming the shared humanity of all LGBTQ people. The initial request was for help with a website redesign.
Foglifter needed a website redesign that would speak to, and serve, its emerging national LGBTQ audience.
The team generated a new understanding of the Foglifter brand and style. This set the stage for the creation of step-by-step guide for working with a website developer to generate a website that serves a national audience.
Be equally responsive to the business needs and context of the LGBTQ community it serves.
Focus on increasing Build Foglifter’s reach on the national stage.
Review existing analytics
Stakeholders have divergent views about Foglifter’s audience.
The Stakeholder Workshop Got Participants
Up, Moving Around, and Sharing Ideas in New Ways
Stakeholders Used the Mood Boards to Begin Defining Foglifter’s Audience
Stakeholders were more concerned about generating activity on social media than increasing journal sales.
An MVP Began to Take Shape
Usability is the priority.
Foglifter Chose From Two Prototypes
Brand and style guide
SEO keyword list and content guide
Visual design and web dev. guidelines
Organizational development strategy
To be effective on the national stage Foglifter must be internally aligned about why, how, and what it does. All stakeholders need to internalize this vision and clearly message this to it’s audience.
Let’s talk! firstname.lastname@example.org