Before I begin, take a glimpse of Wicked Broz’s recent artworks.
My college hostel roommate, Zain Siddiqui, started one of India’s finest graffiti art agencies, Wicked Broz, in 2014. Their artworks are now in five countries and over 100+ cities in India.
I have been part of their journey since I developed their first website. Seven years later, it demanded a relook.
The need to redesign the website primarily came from their refined vision. It considered the past learnings and also a better representation of the branding.
The Audience:
I might have read over 500+ support emails and WhatsApp chats to sense their audiences. The organization of this information was a fascinating exercise – reading and exploring their common traits, finding their industry type, and how they communicate.
Later, we sorted them into buckets to refine our message for each persona. We used the conversion data from their old website and customer support portals to make informed decisions.
I was surprised how a few folks feel art, while others only fill art.
The Order:
While defining their personas, we also gauged what each persona type sought. Establishing traits helped us prioritize information architecture and construct our messaging. The intent behind the new story was to paint a picture, provide necessary information, and build a community.
The revised messaging has made their sales process smoother by answering common questions straight up. The organized media helped us set the context for our viewers, which was previously only a creative abstract.
Finding order in chaos – is how I’ll express my work with WickedBroz.
The Orchestra:
The finale show was a collaboration with graffiti artists at WickedBro and other designers. We brainstormed using the FigJAM tool on various dimensions, like choosing the storyline, the background video, header style, font styles, and color guides.
The Wicked Bros team loves their new site, and so do the users. Only time will tell us if we sorted the order correctly. I look forward to more precise improvement analytics to update this section.
We decided to have the poem at the end of the website because it carried the raw touch of ‘why it all started’. We delivered the final designs on Figma, and the team at Fistbump Digital developed the website on WordPress.
Take a look at their live site here – wickedbroz.com
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NOTE: The NDA contract with the client has restricted the storyteller from sharing more details about the story. Please get in touch via LinkedIn or send me an email to know more.
