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 led the creation of 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 site was structured around real business applications, supported by a confident visual system and 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
Lead generation increased by 350 percent while homepage bounce rates dropped by 70 percent in the second quarter. Demo requests grew by 400 percent, significantly expanding the platform’s client base. The refined brand positioned Locate NYC as a credible, accessible geocoding product for organizations across industries.
This targeted campaign introduced Locate NYC by translating advanced, Esri-powered geospatial capabilities into clear, accessible messaging built for enterprise and GIS audiences. Confident typography, city-scale imagery, and direct value propositions positioned the platform as both powerful and practical. The work focused on clarity over hype, driving qualified interest, demos, and adoption across technical and non-technical users alike.
