Rebranding and website development for a leader in the surveillance industry.
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.
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 Their logo had some brand equity, but it looked out of date.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 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.
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.
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.