Best Technology Website

"Impact Through Brand Storytelling
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.

Simplifying and amplifying the brand
In order to compete with the Microsoft’s and IBMs of the world Red Hat’s global presence needed to demonstrate a unified strategy and consistency, in its content, marketing and execution. 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.

Marrying users with content consumption behavior
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.

Aligning user goals with content
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.

Faceted content ecosystem
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.

Many entry points, interchangeable contexts
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.


Top-line, top-of-mind
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.


Information rich deep diving
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.


Building a global community
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."

Contributors:

Managing Director:	Mimi Young
UX Director:	Jeff Piazza
Project Manager:	David William
UX Lead:	Jason Nunes
Visual Design Lead:	Lee Chakov
Visual Designer:	Joshua Rasiel
Visual Designer:	Melanie Palishen

BEHAVIOR DESIGN

Location: USA

About the Agency:

Behavior is an award-winning boutique interactive design studio founded in 2001, and based in New York City. Our contingent is comprised of seasoned veterans and trusted, expert consultants–representing information architecture, branding and interface design, and design technologies. Behavior’s mission is to develop best-of-breed, intuitive, interactive solutions that educate, inform and entertain–always with a focus on the end user–no matter the challenge. We strive to create innovative and elegant interactive systems for our clients and partners.