Rango is a new internet service that is connecting rural communities with cutting-edge technology. We worked with them from a full end-to-end strategy, naming, brand and digital design to launch their services with the powers to quickly scale into the future.
As with many startups, establishing future success is defined by maximizing capabilities and efficiencies up front. The Rango team needed a name, brand and website that were both flexible and scalable, while defining a system for communicating their services in a simplified and direct way that is best recieved by potential customers.
This was one of the first projects where the full power of the team at Shapemaker was galvanized in an end-to-end solution that would truly be powerful for the new Rango brand. I offered feedback in early stages of strategy and brand, then stepped into lead the digital half of the project through a systematic Webflow build, customizations and training.
With any new brand, establishing a solid foundation for their digital presence is critical to ensure not just the initial site communicates the brand, but also creating styles in a way that anticipates future brand growth. I experimented and collaborated with a fellow Digital Designer on the team to refine our typography, color palette and UX patterns for optimal experience.
Knowing the primary Rango audience was less digitally savvy then a typical consumer, we worked through several iterations on how best to create an efficient and easily discovered UX flow for customers to find if Rango was offering service in their area. Our final solution landed on a zip code type ahead UX that took them directly to information and pricing for their area if it existed, or offered them an opportunity to subscribe for future updates if service wasn’t available.
The pricing structure defined by the team at Rango was a complex cross reference of region and bandwidth based prices that had to be translated into an SEO friendly and easily maintained CMS structure within the site. We utilized Webflow’s powerful reference fields within the CMS to organize the data in a very scalable way by dividing it into Networks, States, Regions, Cities and finally Service Areas, all of which were cross referenced to ensure there was no duplicate data and easy future editing.
To best support measurement of the client’s growth goals as well as created a great experience for potential Rango customers, we implemented several unique customizations. These included site-wide Spanish translations via Weglot, custom referrer tracking to capture the past 2 pages a user visited before signing up, and a “We joined Rango” embed generator their acquired ISP’s could use to generate a personalized widget for their site.
I'm a midwest family man with a love for design and front-end development. My deep desire to consistently learn from others, and my own experiences, fuel my skills to create brands visually, then develop them into reality with code and modern tools like Webflow.About me