Overview.

Case Study: The Logic

The Logic Logo

How do you get the logic to stack up?

The Logic is a new web-based media outlet providing subscribers with groundbreaking investigative reporting on disruptive technologies in the digital sphere. Having initially enlisted an independent developer to launch its site, it came to Flywheel for a strategic, critical approach to integrating, optimizing and evolving its sophisticated technology stack. Determined to break new ground and driven by a strong entrepreneurial spirit, we knew The Logic was looking for a partner keen to think outside the box, engage in constructive conversations and support their enthusiasm for everything innovative.

SERVICES

Design

  • Accessible Design
  • Marketing Materials
  • Strategy & Planning
  • Marketing Collateral

Technology

  • Custom Software Development
  • Workflow
  • System Integration
  • Customer Relationship Management (CRM)
  • Data Capture & Databases

Content

  • Search Engine Optimization (SEO)
  • Market Research
  • Strategy & Planning
  • Overview
  • Gather
  • Shape
  • Build
  • Engage

Gather.

Getting the facts straight.
The first step was to do a full audit of their existing platforms and components requiring integration. We needed to ask the hard-hitting questions before we could develop a sound strategy that would coincide with their business goals. What had been put in place? How did it work? Why wasn’t it working? Where could we fill in the gaps? This collaborative, strategic discovery helped us determine how the existing infrastructure could be enhanced to meet their objectives.

  • Overview
  • Gather
  • Shape
  • Build
  • Engage
Downing Street website's Information Architecture
Downing Street website's hand drawn wireframe, and Information Architecture

Shape.

Putting pen to paper.
The Logic is an inventive organization that values fast thinking and fast action. The planning process took form as a dynamic, ongoing conversation where we evaluated their ideas, offered our insights and moulded them into a powerful order of operations for sustaining their success. Gradually, a working priority list took shape. The Logic knew they wanted to grow their subscriber count, explore new marketing initiatives and facilitate lead generation.

 
  • Overview
  • Gather
  • Shape
  • Build
  • Engage
Downing Street Website mockups
cs-downing-shape

Build.

Fine-tuning the rough draft.
They recognized that their existing system was “ad hoc and all over the place.” The infrastructure quite rightly uses off-the-shelf technology for the website, subscription management, and digital marketing initiatives. We gathered all the pieces into one place and made sure they were secure, reliable and well integrated. We have upgraded their website functionality, added lead capture capabilities and streamlined partnership data flows. Using their digital business platform Flywheel helps to monitor sales, subscriptions and promotions. A new digital marketing plan was devised, including a drip marketing campaign to generate leads and drive subscriber recruitment. Using a project management workflow that enables perpetual improvement we’re able to ensure these moving parts continue to work effectively.

  • Overview
  • Gather
  • Shape
  • Build
  • Engage
Downing Street's Website displayed side by side on mobile and tablet
Downing Street website's Information Architecture

Engage.

Hot off the press.
We have become The Logic’s digital experience strategists, helping them guide their users on an enriching online journey. Staying engaged in the project has allowed us to reevaluate their success on an ongoing basis. The insight we applied to their technology stack found them well prepared when they recently formed an important partnership with a major Canadian news media organization. They have been able to provide the fast and efficient content feeds and distributions necessary for meeting the partnership’s goals.

 
  • Overview
  • Gather
  • Shape
  • Build
  • Engage