The Challenge
To bring Surface Systems’ outdated brand into the modern day with a company rebranding and help them succeed in a competitive national marketplace.
What was our role?
Who is Surface Systems?
Surface Systems provide professional quality resin flooring for commercial and industrial clients across a range of sectors. The firm competes for business across the UK and has laid flooring in premises as diverse as warehouses, hospitals, car dealerships and wineries.
Floors often need to be customised to the business’s unique needs. For example, they might need to meet strict hygiene requirements or include specially designed markings for walkways. Surface Systems wanted to increase their competitiveness through digital marketing, something they had previously not invested in. They saw the first step as building a new website.
Our first challenge was to educate them in the importance of getting their branding on point before looking at the new website. Once they accepted this change of focus, we helped them to refine their company rebranding before using this to inform the design of a fresh, modern website.
We are proud to have used our expertise in branding, design and web development to give them a foot up as they take on their national competitors.
A Stable Platform
Surface Systems needed to draw on a wide range of digital services to meet their goal of connecting with a nationwide audience. They trusted the expertise within the Vu team which enabled them to have a hands-off approach and focus on their business priorities.
Polishing to Perfection
Surface Systems Brand Development
The Surface Systems team were naturally keen to get up and running with a fresh new website but their branding was decades out of date. We explained that it would be more efficient to concentrate on their branding first and then use this to inform the website design.
Surface Systems Brand Development exemplar design concepts
As Surface Systems are an established company with many repeat clients, they opted for a brand refinement rather than the more drastic brand revolution approach. We made some thoughtful adjustments to their existing look. We selected a sharper, more corporate font; altered the angle of their logo and modernised the palette with emphasis on a distinctive, green colour throughout.
The development of Surface Systems’ typography
Once the branding project was complete, we could move forward with confidence on to the web design project. We also engaged our copywriting, SEO and Pay Per Click services to isolate powerful keywords and build a number of service-focused web pages to connect with an AdWords campaign.
Results
Brand
100% new branding
Reach
National reach for regional business
Convert
Designed with conversions in mind
Quote
Customers can easily request quotes
Despite not having prioritised their company rebranding in their initial brief, Surface Systems ended up delighted with the final results and with the results-oriented process Vu followed throughout the project.
Tied in with their fresh, new look, the website now does the company justice as they compete with equally polished national flooring companies.
The prominent CTA, which follows the viewer down the page as they scroll, will make it much easier for potential customers to request a quote and we expect it to have a positive effect on conversion rate.
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