It all started with rebranding Vicon. Their logo had some brand equity, but it looked out of date. We kept the core design element of the logo – their snowflake as they call it – but gave it a modern twist. Additionally, we used more modern typography to give Vicon a technology vibe rather than an old security company.
As we began to design the website, the CemtrexLabs team created a branding guideline document. This helped both the CemtrexLabs and Vicon teams as it put rails on the design best practices for the company.
Our first step was to translate this new branding with Vicon’s website. Over the past few years, the website had gotten almost overwhelming as different stakeholders put their personal touches on it. We worked with the Vicon team to pare down unnecessary content and bring their core messaging to the forefront on their homepage.
We defined the key user funnels for both potential customers and existing customers. Next, we optimized sections dedicated to each persona. For example, existing customers often visited the site to find manuals or download firmware for their products whereas prospects would spend more time on product splash pages. The latter was no problem, but as we dug into the products and their associated downloads, we realized the entire infrastructure needed to be re-architected.