DELIVERING AN INSPIRING BRAND FOR A CUTTING-EDGE ENGINEERING SIMULATION FIRM
When Caelynx came to us, they had built a decade of success on the experience, depth of knowledge, and customer service skills of their engineering team. Yet they had never stopped to consider their identity as a business, or how they wanted to communicate that to their clients. They were ready to transition from start-up to industry leader, and they wanted every aspect of their new website—from the hero image to the copy—to reflect their company ethos.
It’s not often we find a company so aware of their need for new branding, and so open to taking the steps necessary to bring them to the next level. We prepared to deliver transformative work that could be carried forward into our ongoing marketing efforts.
BRAND DISCOVERY FROM THE GROUND UP
Our work began with a series of interviews with their team. We talked with everyone from senior stakeholders to recent hires to hear about their experience, motivations, and aspirations. From there, we assembled two key deliverables—a Mission, Vision, Values document that outlined the shared identity of the Caelynx brand, and a Personas document identifying four core client types—which would underpin future messaging work.
COMPETITIVE LANDSCAPE ANALYSIS OF OVER 40 BRANDS
When it came to the CLA, we went broad and deep. Our competitive set included twenty-four businesses, which we contrasted against an aspirational set of seventeen. We analyzed messaging trends, color palettes, and navigation items to identify what the best brands were doing right, and how to differentiate the new website from the competition.
PULLING IT TOGETHER IN A SLEEK NEW WEBSITE
We drew on every aspect of our brand development work in the design for the website. Using clean images and generous content margins, we created a design that communicated expertise, innovation, and efficiency at every level. Instead of stock photography, we sent our photographer to their offices to shoot fresh images of their team at work, which we incorporated throughout the site. The new color palette drew attention and establish hierarchy on each page.
LOGO UPDATE AND NEW BRAND COLORS
One key discovery from our CLA was that many competitors used the same color palette in their designs, with few contrasting colors, whereas the aspirational set had greater visual range. We brought this to the new brand, with an updated logo reflecting the new colors, and a web design with a brighter, more stimulating color scheme than the competition.
ONGOING CONTENT MARKETING DEVELOPMENT
Our work didn’t stop with the deployment of a new website. We’ve also developed an ongoing partnership for SEO, content development, and website projects. Our content projects have included writing downloadable content for the website, designing brochures and signage for conference appearances, and fleshing out industry pages on the website to appeal to different persona types.
SEO AND BLOG ARTICLES
From our initial brand work, we knew that the experience of the Caelynx team was not only integral to their identity, but something they wanted to communicate more clearly to their audience. Recently, our content strategy has involved personal interviews with their engineering team to create articles that highlight their knowledge and expertise.
Our SEO strategy has worked hand-in-hand with our content writing to incorporate industry keywords seamlessly into website copy pages and articles on the company blog.