Rebranding and Website Development for a Leader in the Surveillance Industry

CLIENT

VICON

DISCIPLINES USED

User Experience Design
User Interface Design
Web Engineering
Mobile Design
Digital Intelligence + Strategy
Branding

PROJECT

Rebranding and website development for a leader in the surveillance industry.

THE BACKGROUND

As a leader in surveillance technology for over 50 years, Vicon Industries has a rich history of innovation. They had developed technologies that are standard today and you can find Vicon cameras in many government and large-scale operations. Yet, despite Vicon’s rich history, their branding hadn’t evolved in over a decade. By the time they were acquired in 2018, they were considered a “dinosaur” in the industry – old and out of touch with the latest technology. And their website didn’t help with the image. Since the company didn’t have in-house developers, they built the website on a popular WordPress template, but as their digital marketing began expanding it became clear the standardized template couldn’t meet the demands of their customers and sales team.

THE CHALLENGE

Branding was outdated
People considered them behind the times due to aged branding
Thousands of website pages and hundreds of products needed to be updated
The website navigation couldn’t handle the complexity of the site
With no guidelines, the website design was often off-brand and cluttered
The site was not optimized for conversions
Complex interrelations between products, documentation and firmware downloads were difficult to manage, leading to several errors
The site had grown slow from numerous plugins

SOLUTION

CXR.Agency started with a branding exercise to revitalize the Vicon name. This started with a modern variant of the logo followed by a new, more vibrant color palette. Finally, they developed a customized WordPress solution that empowered the Vicon marketing team to create more effective pages while improving conversion paths. Behind the scenes, they created an infrastructure to manage complex interrelationships between products and their downloads.

SERVICES / PROCESS

REBUILDING A CLASSIC BRAND
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 Their logo had some brand equity, but it looked out of date.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.
CREATING CONSISTENCY WITH A GUIDELINE DOCUMENT
As we began to design the website, the CXR.Agency team created a branding guideline document. This helped both the CXR.Agency and Vicon teams as it put rails on the design best practices for the company.
REBRANDING AND SIMPLIFYING THE WEBSITE DESIGN
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.
DEFINING KEY USER EXPERIENCES
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.

BUILDING A POWERFUL INFRASTRUCTURE FOR OVER 80 PRODUCTS

When we dug into the user flows for existing customers, we realized that there were no connections or relationships between the products and their associated downloads. This meant three things: We couldn’t place these associated data in more than one place without forcing the Vicon team to update documents in multiple places when they’re updated. We couldn’t create a meaningful documentation or firmware search functionality The downloads were put into one gigantic table so users had to wade through a single page with hundreds of downloads to find the one they were looking for. We knew immediately we had to build a relationship-based product module for Vicon. It would allow us to improve the user experience while making site updates simpler for the Vicon team. We built out the module and now have multiple intuitive paths for customers to find their associated downloads – they can download from the product itself or search for the specific model on the downloads pages.

RESULTS

Since migrating the site, Vicon has seen a 68% increase in sales-ready conversions. More security dealers are applying to sell Vicon since the rebranding, and they’ve seen a decline in support calls looking for downloads available on the site. CXR.Agency continues to work closely with Vicon as they continue to add functionality to the site.

Rebranding and Website Development for a Leader in the Surveillance Industry

Rebranding and Website Development for a Leader in the Surveillance Industry

VICON

REBUILDING A CLASSIC BRAND

CREATING CONSISTENCY WITH A GUIDELINE DOCUMENT

REBRANDING AND SIMPLIFYING THE WEBSITE DESIGN

DEFINING KEY USER EXPERIENCES

Now Let’s See
What We Can Do For You

BROOKLYN • PUNE

info@cxr.agency

(516) 776-1733

BROOKLYN • PUNE

info@cxr.agency

(516) 776-1733

Rebranding and Website Development for a Leader in the Surveillance Industry

Rebranding and Website Development for a Leader in the Surveillance Industry

VICON

REBUILDING A CLASSIC BRAND

CREATING CONSISTENCY WITH A GUIDELINE DOCUMENT

REBRANDING AND SIMPLIFYING THE WEBSITE DESIGN

DEFINING KEY USER EXPERIENCES

Now Let’s See What We Can Do For You

BROOKLYN • PUNE

info@cxr.agency

(516) 776-1733

BROOKLYN • PUNE

info@cxr.agency

(516) 776-1733

Now Let’s See
What We Can Do For You