Have you ever been flashed? Then you were probably dealing with image recognition from VITRONIC. The specialist for high-quality image processing technology in logistics, automotive or healthcare delivers a much more pleasant experience - with reliable workflows and optimised processes. However, when faced with the task of communicating the highly complex tech products in global markets, the existing website was no longer suitable and processes in internal marketing were too slow.
The goal: Move faster without losing the brand along the way
VITRONIC was looking to modernise its communications to facilitate faster publication of measures such as landing pages and apps as well as print materials. In addition, a visual language was to be developed to create a clear, consistent brand identity.
What does VITRONIC stand for? An identity matter
User experience is more than just a pleasant user interface. It starts with the brand, the experience of which can be felt through every interaction.
So we started our work with VITRONIC behind the scenes to find out: What defines VITRONIC? What drives the company? In the intensive collaboration on the brand identity, it became clear that the commitment to performance and product features that VITRONIC had previously communicated had its roots in an inspiring attitude: VITRONIC is a company that enjoys technology and has the courage to start something new. Thanks to its tireless pioneering spirit, the company is a global leader in its field.
Whether in automation or traffic engineering: With our systems our customers see more. The combination of hardware, data and intelligent evaluation makes applications and analyses possible that were unthinkable until recently. A previously hidden world becomes visible and usable. (Source: VITRONIC Website)
The company’s pioneering spirit is expressed in the claim:
The machine vision people – We push the boundaries of the feasible – for our customers
What defines a pioneer? From brand values such as “smart, curious, approachable” we derived design principles that transfer this spirit to the world of images and design. This shifts the focus away from machines towards the people who develop and use them.
The brand book defines the brand elements. It serves as a briefing document for all external employees in the project and facilitates cost-efficient onboarding.
Tap into new story realms
The new VITRONIC perspective also opened up new realms for communication. Research had shown that customers are primarily concerned with one central question: What benefits does this technology offer me for my individual process? Therefore, we developed stories that focus on solutions and show the use of the applications in a daily context.
One example: Returns – an everyday process for logistic companies that needs to run as time and cost efficiently as possible. VITRONIC image recognition offers this and much more: Returns processing generates data that allows predictions about the probability of future returns in specific product segments. A benefit that makes VITRONIC customers "see more", making them more efficient and living up to the brand promise "We push the limits of what is possible".
New insights from the „machine vision people“ extend the scope of action
A positive spirit will spread by itself
The reference to their own pioneering spirit and the new perspective on the customers spread to the various departments at VITRONIC. Driven by this new beginning, employees independently changed their communication and external representation, for example in LinkedIn posts, to match the new brand experience. Together with product management, marketing, sales, service and human resources, new content was created, on the basis of which the team created the new corporate website. Not coming from the inside view of the company as before, but focused on the customer, who is looking for and finding solutions.
With the modular system we can adapt flexibly to all future scenarios and make objective decisions.
Greater speed in technology
Consistent brand values and relevant content are one thing, but in order to be able to react quickly to current market or communication requirements, VITRONIC also needed a quickly scalable technical system. All elements necessary for development and design were combined into a modular system and stored in a design library. A design library serves as a central source for all frontend and backend developers, UX designers or copywriters involved in the project and ensures that different contributors can achieve a consistent result independently of each other.
In order to allow for especially fast scalability, our team developed a new tool consisting of the design library combined with a lean headless content management system. The highly flexible and secure CMS provides quick access to the desired elements and groups them into prefabricated parts from which landing pages, website elements or apps can easily be assembled.
The new tool enables designers and developers to quickly create digital products while maintaining a coherent brand experience. For example, during the ongoing development of the corporate website, a landing page for batteries for electric cars was realized within just two days.
We built the Bettery-now landing page in just two days and put it live. With the previous system, this was unthinkable.
The benefits of the combination of a design library with a headless CMS
- Extremely fast scalability: Several teams can operate simultaneously and only need to combine prefabricated modules.
- Cost savings: Not every element has to be programmed individually.
- Easy adaptability: Colours, fonts or functionalities can be adapted across all modules.
- Fast onboarding: UX designers, frontend and backend developers access one central source and share the same understanding.
- Ease of use: With the easy-to-use CMS, marketing teams can create content themselves.
- Real-time preview: Newly created pages can be displayed in their original design, allowing for a better evaluation of the content.
- Positive user experience: A consistent brand experience and recurring interaction components create a positive experience across many touchpoints.
Conclusion: Technology under control - more time for positive experiences.
Once the elements of a brand are defined clearly, the templates and results can be documented in design libraries and become scalable. This saves time and energy for the essential: A positive user experience and happy customers.