L2 inc.
L2 is a business intelligence firm that benchmarks the digital performance of brands across four digital dimensions. Member brands are provided insights into their digital strengths and weaknesses relative to competitors. Through its research and educational events L2 creates content spanning reports, videos, articles, and data tools. The website serves as both a marketing platform and resource portal for members and non-members alike. Its modular site structure connects various content types together, creating a unified site experience and cohesive visual language. This promotes better content discovery and highlights L2’s robust offerings. L2 was acquired by Gartner in 2017.
The research section provided a unique challenge in organizing and linking related content together across standalone pages. Report pages act as the content hub, linking users to independent features like rankings, graphs and case studies, and data interactive tools, making content easier to digest and pages more compact.
The video section compiles content from research and events, interviews with industry and thought leaders, and a weekly business news series. Video pages share the same page structure as research reports, but distinguish themselves by using a dark background for an improved viewing experience. Events utilize a more varied content structure, presenting live vs. past events differently depending on event type and content presented.
The core attributes of L2 membership and benefits are highlighted on the About L2 and Membership pages, giving users a clear understanding of its various products and features. L2's brand specific data is a key part of that, with site features such as brand search, a members only curated brand page, and data dashboard, focused on helping users understand their brand’s digital footprint.
Accounting for more than half of all unique visitors to the site, the L2 Daily Insights blog provides a key platform for building an aspirational audience and creating thought pieces centered around L2 research. The design takes a different tempo in order to distinguish itself, using a heavy typeface and introducing bold line dividers all while using the existing site framework.
