Raincastle's Web Design & Marketing Blog


Posted by Paul Regensburg on Apr 21, 2015 8:38:00 AM

RainCastle Approved for State Government Services Contract PRF60

CommBuys_icon_logo_for_MOUsRainCastle Communications, Inc. is proud to have been named by the Commonwealth of Massachusetts, the Operational Services Division (OSD) and the Strategic Sourcing Services Team as an approved contractor for the Advertising, Marketing and Event Planning Services Contract-PRF60.

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Posted by Paul Regensburg on Apr 14, 2015 8:36:00 AM

Use Ambient Video on Your Website to Enhance Your Brand

Much like last year when websites with Parallax scrolling took off, we're seeing a growing number of sites using video on their websites, in new ways, to enhance their brands. But rather than, and in some cases in addition to "talking heads," we're seeing "ambient video."

Ambient video is background video whose purpose is to establish a visual brand identity. While words and still images do the heavy lifting in terms of creating messages, the addition of web video can provide an emotional resonance that can help an otherwise purely rational brand become a more emotionally satisfying user experience.

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Tags: web design / B2B / video / brand / web video
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Posted by Paul Regensburg on Mar 27, 2015 8:21:00 AM

Countdown: 21 Days Before Google Changes its Mobile Search Ranking. Are You Ready?

If your website is not mobile friendly you will experience a lower ranking after April 21st when people search using their mobile device. 

With the rise in mobile activity online (searches via mobile devices will surpass that of the desktop in 2015), Google announced that as of April 21st they’ll "use mobile-friendliness as a ranking factor in their mobile search results.” It is important to consider mobile-friendliness from a technical and marketing perspective. This article from the Huffington Post cites 3 key points for marketers to keep in mind.

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Posted by Paul Regensburg on Mar 16, 2015 7:55:00 AM

The Five Most Relevant B2B Website Trends in 2015

Watching "Seinfeld" and then "Curb your Enthusiasm," has taught me to look for the universal truths, if not humor, in the mundanity of everyday life. Web design has as much mundanity as any other profession, but if you look carefully, there are patterns or trends (in addition to Responsive Design) worth noting that can help you transform your website from mundane to magnificent.

Content Now Drives Design
This may sound obvious today, but for most of the history of the web, we (web designers) designed the site first and fit the content in later. This is how it went:

  • Define your information architecture (site map) and navigation;
  • Layout the various design templates, which represent the different standard page types, i.e., About, Products and / or Services, Solutions, Contact Us with a form, etc;
  • Write copy;
  • Define visual assets;
  • Drop lengthy copy and images into template.

With this process, design could sometimes be a formulaic exercise.

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Tags: web design / B2B / trends
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Posted by Paul Regensburg on Mar 3, 2015 9:25:00 AM

How to Manage Brand Design During A Merger or Acquisition

Mergers and acquisitions create a lot of questions on how to handle different brands and brand standards. In order to create continuity throughout your marketing strategy and corporate communications, it’s important to rebrand. Although the process will yield a plethora of considerations, the decisions you make will bring clarity and purpose to your combined organization.

To avoid getting waylaid by the personal dynamics involved when two organizations join forces, it's best to start thinking about the brand design implications, from a high level, sooner than later. Here is a checklist of considerations to help you prioritize.

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Tags: branding / design
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