Andrew Andrade
Work
Explorations
About
Established a cohesive digital presence and marketing strategy to reach new clients.
During my time at American Safe Inc, my objective was to develop a new website, create educational commercial security content, and share through various marketing channels.
Summary
Intero Real Estate Services intranet.....
I lead the redesign of the site across web and mobile platforms. Identified critical issues through user testings and redesigned high-severity flows and tasks.
My Roles
UX Design Lead: I reconstructed the information architecture, introduced new subpages, and led feedback sessions with the editorial team to implement MVP solutions that fulfill user needs and business visions.
User Researcher: I lead heuristic evaluations and usability tests to identify key issues of the current website, converting insights into actionable design directions.
Company Wide Impact
Fully Integrated Company Calendar
The previous hub has become a “kitchen cabinet” for years of Intero programs, partnerships, and video collection.
New Content Published
Unless their is guidance, brand new agents get lost within the hub. They don’t know where to start and what to look for.
Continuous Expansion
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Role
Marketing Specialist
Digital Designer
Team
Sean - Owner
Daphne - Office Manager
Duration
1 year
Background
Sean Crawford runs a family owned commercial security company that services clients across the Bay Area. He provides solutions in locksmith services, access control, alarms, and surveillance.
Impact
We were able to generate a 20% increase in new clients for the year of 2021.
After 1 year, American Safe had an increase of phone calls from new inquires. Sean was able to create more bids for bigger projects, and service new clients that reached out from our email marketing campaigns.
The Website has over 1k impressions.
Consistent Brand Identity
I revitalized the visual identity of American Safe by with a modern and professional design. The updated look was applied consistently across the website and digital marketing campaigns, creating a bold, trustworthy presence that resonates with today’s audience while reinforcing the company’s credibility.
Over 5,000 Views Across Videos
The American Safe YouTube channel continues to gather views and provide future viewers with security content that is relevant.
The blogs have over 500 impressions.
Optimized for SEO
I developed the blog articles on security services and industry updates that were optimized with targeted keywords and strategic internal linking. This structure guided users seamlessly to relevant services on the American Safe website.
10% Open Rate with 5% Click Through Rate
We used Constant Contact to publish our email marketing campaigns.
Challenge
American Safe Primarily Relied on Referrals for servicing new clients.
American Sade had historically relied on referrals and word-of-mouth to generate business, building its reputation on trust and long-term client relationships. While effective in sustaining a loyal customer base, this approach limits scalability and creates challenges in driving consistent growth in today’s competitive market.
Goal
Our goal was to implement a digital marketing strategy to generate new leads while strengthening relationships with existing clients.
American Safe lacked a structured approach to maintaining communication once services were completed. Reconnecting with past clients through relevant educational security content and value-driven messaging is essential to reinforcing trust, staying top-of-mind, and unlocking repeat business opportunities.
After establishing a goal, I got to work with these objectives.
Build a New Website
The new website I created for the security company establishes a clean, bold brand presence that is consistent across all digital platforms.
Create Educational Security Content
To drive long-term value, I created blogs, educational videos, and service photo galleries about their security services, positioning American Safe as both a trusted resource and industry leader.
Publish Email Campaigns
Sean had a database of past clients that had not heard from him in years. This was our opportunity to share valuable industry updates, tutorials on security equipment, and offers directly to our audience.
Define
Target Audience: Commercial Businesses
Our target audience consisted of Facilities Managers and Operations Managers responsible for maintaining secure and efficient business environments. As a commercial security company, we focused on creating informative and solution-driven content that addressed their operational challenges, safety needs, and long-term security goals.
Web Design
I established a cohesive Visual identity that will stand strong over the years.
I developed a cohesive design system for a commercial security company’s website that reflects professionalism and technological innovation. The color palette centers on shades of blue to convey trust, reliability, and modernity, while the Inter font provides a clean, contemporary aesthetic that enhances readability and consistency across all digital touchpoints. This design system ensures a unified and modern brand experience for users.
Built out each page with SEO in mind.
Content Forward Website
Displaying each service as a dedicated web page enhances visibility, improves SEO, and helps potential clients clearly understand the full scope of the company’s security solutions.
Marketing Materials
I created a set of marketing materials that included bi-fold brochures for each security service.
I designed professional bi-fold brochures that clearly present the company’s range of commercial security services in a visually engaging and easy-to-read format. These brochures serve as valuable leave-behind materials for sales representatives, reinforcing brand credibility and helping potential clients quickly understand the company’s solutions after in-person meetings.
Reflections
For this project, I did a lot of research on web design as I built out this website.
Building my first website and content strategy for a commercial security company was a valuable learning experience that challenged me to grow in both technical and strategic areas. I navigated trial and error with email marketing, refined my approach through consistent content publishing, and continuously learned to improve the site’s design and performance. This process strengthened my ability to combine creativity, analytics, and persistence to achieve measurable marketing results.
Say Hello!
animation.andrade@gmail.com