Blog

Annie Wegrich

Through many late nights with her nose in a novel, Annie cultivated her way with words. At her day job you’ll find her putting her word-wise noggin to use—whether she’s reviving listless marketing jargon or landing the perfect header in a datasheet.

Sr Consultant | LinkedIn

01/16/2020

Meet Li, the model modeler who magnifies marketing

By: Annie Wegrich

Li Spotlight

Ahh, high school. The years when we knew everything and were gracious enough to share our insurmountable knowledge with anyone, without prompt. Guangyi Li, or Li, was a typical high schooler in many ways. He knew everything, doodled the day away, and loved a good video game.

Temporary introvert

However, unlike the teen you probably were, Li kept his knowledge to himself. In fact, he kept almost entirely to himself. As a recent immigrant from China, Li didn’t share a common language with his midwestern classmates. Although wise beyond his years, he barely spoke outside of his family until he went to college, lived in the dorms, and met a roommate worth talking to.

Rewarded risker

That reserved high schooler is not the Li we now know at 2A. The Li we know taught himself how to tackle big challenges, like learning English in college, and how to take on big risks, like moving to Seattle without a job or a place to live.

Marketing asset

The Li we know is brilliantly artistic and laugh-out-loud funny. We’re so glad he sought 2A to advance his skills by working across industries and media, because really, we were seeking Li. With a design aesthetic that balances the playful with the professional and comedic timing that charms every meeting, Li elevates our team.

Role model-modeler

Li’s dynamic commitment to design enables him to quickly shift gears and tackle projects with precision—like overhauling 20 PowerPoint decks in less than a week or diving deep to refine every element and effect on a robust website. But at home, Li prefers the still and small, zooming in to create tiny scale models with impeccable detail. We’re talking a 7-inch greenhouse with teeny-tiny, climate-appropriate plants and a coffee house with a detailed espresso machine that screams $5 12oz. Big or small, Li applies the same methodical approach and commitment to each pixel, PowerPoint, and plant.

04/18/2019

Is your website giving you the foam finger?

By: Annie Wegrich

Is your website giving you the foam finger?

You’re up at 5 a.m. to practice. You lace your skates just right, run drills, and learn to pass with precision. It’s game day, and your whole team is ready. The last thing you want to do is let down your fans by showing up without a hockey puck and casually eating a hotdog as you skate to center ice. That’s not professional.

It’s the same with websites. If you drive your users to a messy site that’s hard to navigate, slow to load, or, just plain boring, you might as well be facing off without a hockey stick.

2A is here to help. Our website development team plays every position from design to deployment. We recently designed and built a new website for The Sports Institute at the UW Medicine. Their previous website didn’t reflect their newly updated branding, nor did it evangelize their mission, initiatives, and research. Meanwhile, The Sports Institute database was bursting at the scripts, causing pages to load slowly. The user experience wasn’t set up to surface new content and innovative posts were lost among the pixels. The 2A team of consultants, developers, and designers grabbed our gloves and helped The Sports Institute build a game-winning internet presence (and, we got pretty good at sports metaphors).

Here are a few of the plays we made to give The Sports Institute a website that scored big and met their goals:

  • Built a custom CMS that can support frequent updates
  • Designed an intuitive navigation structure to guide audiences to their desired content
  • Balanced photography and original iconography to keep visitors enchanted
  • Prioritized headlines and copy to increase conversion and improve SEO

The result? An inviting and purposeful website that responds at slapshot speed.

Is your website in the penalty box? We’re that coach who will turn it around—can’t you see the winner montage?  

04/10/2019

Swag you can’t Passover

By: Annie Wegrich

Swag you can’t Passover

Every spring, my husband and I invite a growing number of friends to celebrate Passover at our table (which sits six, not 18—get comfy). Most friends have never attended a Passover Seder before. They haven’t dipped parsley in salt water or combined sticky sweet charoset with bitter maror. The Passover meal goes on for hours, and the process from matzo balls to macaroons is a lot of cooking for two.

So it’s a good thing I’ve been playing the role of executive chef for the past few weeks on a flavorful and complex project. Cogeco Peer 1, a global provider of essential B2B technical solutions, participated in three SXSW events last month, with the goal of educating tech leaders and avid gamers about their brand. The company wanted to power up their SXSW 2019 exhibition presence with messaging and designs.

Cogeco Peer 1 worked with 2A to plan, shop for, and boil a four-star SXSW feast. The smorgasbord kicked off with booth designs to grab attention and an event landing page to entice. The main dish consisted of social posts to drive followers to the Cogeco Peer 1 event booths and giveaways to delight serious gamers. Cogeco Peer 1 was looking to give conference attendees a taste of how they could power their potential with technology, and 2A had the menu ready.

Except, unlike Passover, I had a team of marketing chefs to pull off this feast. 2A designers, storytellers and consultants all joined me in the kitchen. Our storytellers concepted a theme that made stomachs rumble. Our design gurus whisked up 4-star booth backdrops, banners, and event boards. Our consulting team made sure dishes complimented each other, and everything arrived on time. The 2A team achieved full-scale event management, and I affirmed that with the creativity and wit of our team, nothing is off the table.

Headed to a conference? That’s on our menu.

07/25/2018

We’ll freshen your brand like a tropical breeze

By: Annie Wegrich

We’ll freshen your brand like a tropical breeze

I’m an Oregonian—lover of blustery days and practical rain gear. In the spring, the first sunshine brings a vitamin D rush, and summer the annual cringe when SPF 100 wasn’t enough. 

But I wouldn’t have it any other way. There aren’t many places in the world where you’re a few hours from skiing, sailing, and hiking. The only thing we’re missing (okay, not only) is a tropical breeze. Washington has miles of windy beaches, but they’re not exactly beckoning for lounge chairs and drinks with tiny umbrellas.

But now, when I step into our office, I have a little oasis all year round thanks to Carey Wendel of Bleedfoot Florals. A horticulturist with a fine arts background, she went creative and strategic when curating our selection of office plants.

Our new plant crew made their debut during our annual summer party this week. In case you missed it, let’s meet a few.

With bright skylights and 22-foot ceilings, our new space deserved more than ferns punished to corners and succulents struggling against florescent lights. We went bold. Walk up our stairs and expect a smile from two classically island Kentia Palms. Open the doors and the Giant Bird of Paradise will offer a firm handshake. Fun fact, this plant can grow over 12 feet tall. Why have 22-foot ceilings if you’re just going to waste them?

Now join us for a team meeting. Our best collaboration is cultivated over the humble Hoya Obovata, a traditional hanging plant with creeping vines and dark green leaves. On our communal table, this little plant has plenty of room to grow and explore—and by using it in an unexpected way, we’re inspired to break from tradition too.

Finally, the newcomer. Our Philodendron Monstera joined us right in time for our summer office party, and the lace-patterned leaves have left us craving swiss cheese ever since. This beauty will require a little more fertilizer, pruning, teamwork and strategy to thrive—just like our best stories. 

We take our plants and our marketing seriously. Let us freshen your brand like a tropical breeze.