Locate NYC
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Challenge
Locate NYC, a geocoding product developed by DVG and built on New York City open data, powered by Esri mapping technology including 3D geospatial visualization, required a distinct product brand and marketing presence. While technically robust, the platform lacked a clear narrative that communicated its value to enterprise GIS users or differentiated it within a competitive geospatial market.
Strategy
As Creative Director at DVG, I created the product’s brand identity, messaging architecture, and marketing website. Working closely with GIS stakeholders, I translated complex geospatial capabilities into clear, use-case-driven storytelling. The experience was structured around real business applications with a focused UX that guided visitors toward demos and registrations.
In parallel, I directed a targeted digital campaign to generate qualified enterprise leads and support product adoption.
Results
The new brand and marketing experience delivered strong early engagement. Qualified lead generation increased by 150 percent through targeted digital campaigns, homepage bounce rates dropped by 70 percent following the website redesign, and demo requests more than doubled. The work gave Locate NYC a clearer market presence and helped translate its complex geospatial capabilities into a more accessible enterprise offering.
Enterprise technology succeeds when people immediately understand why it matters. Every marketing asset was designed to simplify advanced geospatial capabilities into clear business benefits for enterprise decision makers. From digital advertising and social campaigns to landing pages and the product website, the creative system maintained a consistent visual language that built credibility while driving qualified engagement.
Rather than emphasizing technical specifications alone, the campaign highlighted real-world applications through bold city imagery, disciplined typography, and direct messaging. The result was a cohesive product marketing ecosystem that positioned LocateNYC as an innovative yet approachable enterprise platform while supporting awareness, lead generation, and product adoption.
