What can be tested before a send, and what cannot?

Almost everything can: how it looks on a phone and on a large screen, whether the links go where they should and whether the text is cut off. What cannot be tested is the timing or the reaction of whoever receives it. That is why large sends go out in batches.

How much does changing the name halfway through cost?

Considerably more than it looks: identity redone, domains, profiles, stationery, signage and everything already published. It is not impossible and sometimes it has to be done, but it is exactly the expense you avoid by spending the first week checking instead of designing.

Do you only do the brand, or the publishing too?

Both, although in the medium term we would rather you produced them yourselves. The idea is to leave you with judgement, templates and a short checklist for publishing without depending on an agency. If you would rather we ran it on an ongoing basis, that works too.

BRAND WebCoding · Zurich

Branding and content in Zurich

We build identity and a content system that ranks and sells. With one peculiarity compared with software: here there is no going back, because whatever has been published has already been seen by somebody.

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Branding and Content en Zurich

How we work in Zurich

The same technical standard and process we apply to projects of any size. What changes is the knowledge of the local market.

Two members of the WebCoding team organising ideas with sticky notes on the glass wall

A send is not cancelled, at best it is halted

When an email goes out to twenty thousand addresses, cancelling only stops the ones that had not left yet. Before any send it goes to a small in-house group, the links are opened one by one and the sender and the subject line are checked. Five minutes against a mistake that stays in everybody's inbox.

The name is checked before the logo is commissioned

That the domain is free, that the username exists on the platforms you are going to be on and that there is not already somebody nearby using the same name. That gets looked at in the first week, when changing the name costs a conversation, and not in the last, when it costs reprinting everything.

Where every typeface and every photo came from

We keep alongside the brand what licence each asset has, where it came from and what uses it allows. It sounds like paperwork until the day an image has to be replaced when it is already in a catalogue, in an advert and across half an archive of screenshots. Finding out afterwards costs more than noting it down now.

Templates exist for the rushed Friday

We hand over typefaces, palette, tone of voice and templates for the pieces that come up most often. It is not about convenience: the piece that goes wrong is almost always the urgent one, improvised at the last minute. With a template, even the improvised piece still looks like your brand.

Answering your questions