As companies change and their offerings improve or expand, it’s important to remember that their Brand needs to reflect that growth, if not lead the evolution. Right before our eyes, JWF Technologies was adding capabilities, constructing a new, larger facility, and growing its market footprint. JWF is a prime example of how Brand maintenance and evolution is critical in properly reflecting a company’s position in the marketplace and aiding future growth. We knew we needed to support that growth with a more streamlined Brand, a more powerful web platform, and a more striking messaging strategy to reflect their rise to market dominance. Our approach was one of customer-facing brand evolution and back-end software revolution.
As we’ve discussed many times – Brand is much more than just a logo. While we did spend some time streamlining the logo for JWF Technologies in this round of their Brand evolution, our real efforts focused more directly on style and delivery of content, both online and via other traditional methods. Brand discussions centered around maintaining some of the bold characteristics that had proved successful to-date, while incorporating more modern, minimalist design techniques. A series of new icons and other design elements, coupled with an updated image style-guide, all played a key role in setting a tone that best reflected JWF's offerings and market status.
- Complex Problem-Solving
- Market Leaders
JWF Technologies had come to a point where their website needed to evolve to meet the demands and expectations of their team and customer base. Plus, with access to a substantial store of data and information that presented significant opportunity for JWF, we needed a means to efficiently deliver it to the right personas. The Ignite XDS team responded by leveraging modules from our proprietary application skeleton for cost-effectiveness, then customized the modules to meet the specific requirements of the JWF team. In short, the end result (while more complex than can be summarized here) included: multiple responsive websites managed on a single platform, robust back-end applications, user and permissions management, internal and external content libraries, a document and media center, configurable and variable product management, eCommerce, vendor managed inventory, quality testing and RMA processing, security and application management, and more!
- Multiple Responsive Websites
- Back-End Applications
- Content, Document & Media Management
- Vendor Managed Inventory
- Custom Product Management Platform
- Product Search Solutions
Ignite XDS has helped guide us through several modifications of our brand over the years. We feel the most recent effort has set us up for the next decade of growth and we couldn’t be happier with the results.
Dave DiPilla, Vice President, JWF Technologies
Rounding out the JWF Technologies' Branding initiative was a complete updating of all marketing collateral to ensure their team was properly armed with current materials that reflected the refreshed approach. This effort, as expected, covered all literature, presentation materials, and business papers, but was also highlighted by several large-scale design projects including graphic features and elements that now grace the walls in their recently constructed facility.
- Facility Branding & Graphics
- Trade Show Exhibit Design
- Brochures & Literature Design
- Presentation Decks
- Print & Digital Collateral
While we've highlighted much of the evolution of the visual aspects of the JWF brand, language and voice are just as important to a company’s brand as any visual element. Throughout this entire evolution, the Brand language, voice, and tone were equally as important in reflecting the company's authoritative position and trajectory in the market. JWF Technologies serves a broad spectrum of personas, so their messaging also needed to be carefully tailored to those distinct audiences. And of course, there was the inevitable need to construct content with an eye on search performance.
- Brand Voice & Tone Development
- Content Audit & Strategy
- Technical Copywriting
- SEO Curation & Development
- Strategic SEM Implementation
- Social Media Management
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