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Repositioning Fringe from Perk Provider to Employee Experience Platform
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About The Client
Fringe is a leading employee experience platform on a mission to make work more human. By bringing together pillars like recognition, rewards, wellbeing, and learning, it helps organizations reduce costs and complexity while uplifting employees in more meaningful ways.
Building on our prior collaboration, we partnered with Fringe ahead of the launch of Fringe 2.0 —a fully reimagined solution designed to unify the employee experience.The website needed to reflect this transformation, clearly communicating the platform’s full value and delivering a modern, engaging experience that matched the innovation behind the product.
Building on our prior collaboration, we partnered with Fringe ahead of the launch of Fringe 2.0 —a fully reimagined solution designed to unify the employee experience.The website needed to reflect this transformation, clearly communicating the platform’s full value and delivering a modern, engaging experience that matched the innovation behind the product.
Challenges & Our Solutions
Challenge 1
Design felt early-stage, underselling Fringe’s maturity
Solutions
Elevated the brand and graphics to present Fringe as a human-first, tech-forward platform built for enterprise audiences.
Challenge 2
Messaging no longer aligned with consolidated positioning
Solutions
Replaced outdated content with pages highlighting the unified, multi-solution approach, key use cases, and success stories.
Challenge 3
Site structure wasn’t optimized for AI-driven search
Solutions
Implemented an AI-oriented SEO strategy using clear semantic hierarchies, schema markup, and structured FAQs to improve discoverability.
Challenge 4
Limited scalability for rapid growth and optimization
Solutions
Built a flexible architecture that supports ongoing growth in content, features, resources, and solutions.
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Custom graphics created to showcase the product in a clear, engaging way.
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Brand-new pages designed around the platform’s capabilities and use cases.
