Client
ACME Cryogenics
Year

2021

Scope:

  • Website Refresh

Role in team:
  • UI/UX Designer
Duration:
  • 3 Months
Tools:
  • Photoshop
  • Illustrator
  • XD
  • Axure

OVERVIEW

The goal of Acme’s brand refresh efforts is to present Acme as a high-profile company specializing in highend solutions, backed by a strong reputation for quality products and expertise. To do this, Acme will need to create a strong brand and identity that stands out in the marketplace. This brand will be built to attract interest from with potential buyers and will give the company an advantage when approaching customers in new markets where Acme’s reputation may not be well known.

With creativity, this brand strategy will the stage to grow sales opportunities and revenue. Strong brands sell at better margins and encounter less buyer resistance. This rebranding will position Acme to grow revenue by:

SYSTEM COMPONENTS

  • Entering new, high-growth markets

  • Increasing market share in existing markets

  • Increase sales opportunities across all categories (services, parts, systems)

STRATEGY

The following provides a detailed plan to create the new Corporate brand, introduce it to the marketplace, and build awareness for it among key stakeholders: the industry and market segments, Acme’s customers, prospects, employees, sales team, and suppliers.

ECOMMERCE STRATEGY

  • Website Design Refresh
  • New Homepage layout
  • Update Colors and Fonts on Homepage and Page Templates
  • Add copy and headlines to communicate new brand
  • New Navigation & Menus
  • More user-friendly layout = consolidated choices and structure
  • Easier to understand products and services
  • More mobile friendly
  • Sticky header with more pronounced Call to Action
  • Integrate PARTS site into menus
  • Expanded Markets Served area
  • Market page for each individual Market (aka Industries Served)
  • Develop Market pages for new Markets
  • Creates better SEO structure
  • Expanded About Us content
  • Values, Vision, Mission
  • Leadership & Key Team Members
  • Locations and Company Structure Overview > Dedicated landing pages for each subsidiary
  • Careers and News should fall under this area to streamline menus
  • Improved lead generation tactics
  • Create lead gen only flyout forms, in users view at all times
  • Add more CTAs throughout site
  • Create Sales Rep finder since many buyers like to reach out directly to the rep; display all four companies’ reps as one professional team
  • Redesign Contact Us page (side by side form and locations; incorporate Google Maps for better SEO)
  • Subsidiaries have their own areas of the Corporate website
  • Opportunity to eliminate redundant content and messaging
  • Improves ability to show broader product and service offering
  • Acme Cryo site morphs into Corporate Site as Acme has strongest brand recognition in search engines

WIREFRAME

Following the strategy phase, client goals and vision are rapidly ideated to provide a clear overview of the interface, layout, information architecture, user flow and functionality.

Colors

ACME Blue

#001C50

ACME Yellow

#EFB805

Light Grey

#F5F5F5

Typography

Elido

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Roboto

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

DESIGN

The design process communicates brand identity, defines visual hierarchy, and provides an opportunity to get stakeholder buy-in prior to development phase.

VIEW PROTOTYPE