Hex Marquez

After being a privately-owned company for decades, Tweddle was acquired by a large equity firm with plans to evolve it into a "tech start-up."

I was hired to work on some of the company's digital products and use my branding acumen to give Tweddle a new positioning and a structured framework for a new brand narrative.

My orginial proposal included changing the name of the company to FIND as part of the brand and company overhaul.

FIND would be a product platform. It would give structure to the company and use a single-stack framework to create and sell a family of different products.

The idea would finally allow the company to manage its products using one central hub.

The launch of FIND would be phased in so that Sales could immediately use it as a tool first just to sell products and then over time the site would grow to manage them. Eventually acting as a portal for clients and operating on a subscription system.

Ultimately the decision was made to focus on a few individual products and to keep the company name as it was.

The information architecture of the company's new website answers the question -WHAT- does the company ultimately want to communicate.

Building a site is a layering process. After establishing WHAT, we then determine then HOW each area of the site is communicated.

We designed the narrative around what WE wanted to tell. Then we allowed it to evolve to fit the requests of the leadership.

The UX showed the compartments of the assets that were created to give a loose construct for the Art Directors and Developers to follow.

The process of collecting content, packaging it, and delivering it is very complex. Much of the infastructure used to manage the data is old and inefficient. We streamlined the process and intergrated the different programs in order to compiled it.

Tracer, one of the new company products, was developed to identify vehicle wiring issues using learning algorithms to assist in detection and accuracy. The data collected by this product is fed to the company's larger reasoning engine and used across the product family to optimize the function of all its products.

The personas developed for this product helped to craft the narrative for our marketing tools.