Latitude Media

Latitude Media, formerly Post Script Media, sought to create a new brand and online presence that reimagined clean energy journalism. As a new player in the competitive cleantech news landscape, they needed a fresh website to distinguish themselves, enhance user engagement, and support key business goals like ad revenue and SEO performance. Latitude needed to overcome several challenges to make a strong entrance:

• Establish brand identity and structure: Latitude needed a brand that would shine in the clean energy news space. Additionally, incorporating their sub-brands (Latitude Events, Latitude Intelligence, and Latitude Studios)  presented a challenge in creating clear distinctions without compromising consistency with the parent brand. Standing out would require a more modern, versatile visual identity to reflect Latitude’s innovative and multifaceted approach to news.
• Streamline content organization for usability: A complex content structure involving articles, podcasts, ads, and dynamic elements — like tags and sorting options — required a thoughtful approach to website development. This, in addition to accommodating sub-brands and multiple screen formats, highlighted the need for a more responsive, user-friendly experience for both readers and editors.
• Maximizing and managing traffic flow: Online news platforms rely heavily on web traffic and advertising for growth. We’ve helped enable a consistent flow of traffic to the site with an SEO strategy, a dynamic sitemap that allows the website to be indexed by search engines, and digital ad campaigns. ‍
• Build momentum through marketing: In addition to launching a full website, Latitude needed marketing collateral to establish their presence. They needed physical materials for live events, digital tactics to nurture audience relationships, and advertising support for several key offerings.

DG+ took a collaborative and flexible approach with Latitude, iterating on the website's structure and design to align with the rapidly evolving needs of the new brand. This joint effort, with specialists enlisted to ensure quality at every stage, resulted in a bold visual identity and a sophisticated, responsive website shaped by the following solutions: 

Logo and brand design

• Standout brand debut: DG+ performed a competitive analysis and identified underutilized approaches to color, weight, and logo design in the energy news space. We created a bold, distinctly digital brand identity that sets them apart from competitors.
• Cohesive sub-branding system: DG+ developed a unique design system using Latitude’s modern, editorial typeface, paired with an accent cursor reminiscent of the blinking caret of old typing interfaces — a nod to journalism's evolution from print to digital. Cursor color variations between subrands ensured visual distinction while maintaining consistency with Latitude. 

Marketing

• Launch-ready marketing capabilities: Latitude called on DG+ for physical marketing materials and digital touchpoints for two major events. To generate buzz around Latitude's Transition AI conference series, DG+ transitioned all digital event materials to Latitude’s new platform, assisted with digital ad deployment for the event, and provided branded print collateral. We also created postcards, business cards, and a splash page to capture attention at RE+. These tactics ensured Latitude made a strong first impression and extended their reach across critical media channels.
• Fine-tuned search strategy: DG+ implemented a dynamic SEO strategy to effectively capture organic traffic, optimized for the rapid publishing cadence and high volume unique to news sites. Daily sitemap updates and ongoing refinements of search functionality ensured visibility, engagement, and search engine rankings following the launch. 

Website development

• Intuitive site navigation: DG+ optimized site structure and brand hierarchy to allow for user- and crawler-friendly navigation between pages and seamless transitions between content types.  ‍
• Adaptable site design: DG+ developed a flexible website that supports frequent updates and a robust backend for managing content effectively, automatically surfacing relevant features while allowing for curation.