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Project: "Red Hat Website"
Company:Behavior Design
Designer(s): Behavior Design, United States
Category: Multimedia, Professional
User's Profile : -

Entry Description: Named one of the “World’s Most Innovative Companies” by Forbes magazine, Red Hat, Inc. asked Behavior to elevate its digital presence to clearly reflect its newly acquired status as a Billion dollar company and the world's leading provider of open source solutions. The new RedHat.com and related digital properties focused on a single brand voice and message, a publishing platform with logical workflow designed for flexibility. At the core of the marketing strategy was a shift from a product-centric to customer-centric experience. Behavior designed an experience that exposed and educated target audiences. In order to increase engagement in terms of supporting world- class lead generation and increasing subscriptions, training, and renewals, Behavior’s strategy included curating content specific to three primary target audiences based on their role’s typical needs and wants. Behavior recommended presenting Red Hat offerings through four primary lenses: challenge, product, customer, and industry. Each content entry point told a slightly different story and dimension to the offering. At the same time all four perspectives were interconnected to one another allowing for continuous, fluid movement. A holistic approach to products meant each product is positioned as part and parcel of a larger solution set that included cross- promotion of related products, services, and support. Behavior suggested careful placement of high-level information fit for IT executives with summaries of a solution, top-line benefits and key customer success stories. Deeper pages within the site such as product pages provide a wealth of information for IT managers and developers such as datasheets, whitepapers, videos, webinars and case studies. Core to the UX strategy was building and showcasing the global Red Hat community by giving visibility to advocates, partners and thought leaders and enriching connections with customers.

About the Designer/Company
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