BRAND STRATEGY / GRAPHIC DESIGN / VIDEO / WEB DEVELOPMENT / DIGITAL PERFORMANCE
ETQ, a tech company that provides its clients with a world-class quality management software (QMS), mandated Beauvoir for a company rebrand and website overhaul after a change in management. By developing a strong storytelling that succeeds in engaging prospects from various industries and company sizes, and by guiding them on the path to purchase through efficient UX and design, Beauvoir rose to the challenge.
1- Brand positioning
The first step in buidling a strong brand is getting to know your audience. Beauvoir first conducted a workshop with management and customer-facing employees from ETQ, then met with over 30 active customers to gain some insight into what they need and expect for a QMS. In the end, it was discovered that quality managers were often misunderstood, and their work perceived as a necessary evil – so seldom appreciated – and that it was therefore difficult for them to secure the budget to acquire the right tools for the trade. That’s why Beauvoir positioned ETQ right in these individual’s corner by coming up with a new positioning : Empowering the quality champion in you.
2- Creative platform
A new creative platform was developed to better reflect the company positioning as a world leader in quality management systems
3- New website
Personalized UX and contents for 14 different industries and 5 customer profiles were built to increase engagement and best showcase a complex product offering. Tactics such as top funnel pages vs low funnel pages, mega menus, animations customized for different industries and leveraging relevant insights for each of those industries and profiles were used to optimize site effficiency. As well, the power of the brand story and social proofs now assert ETQ’s leadership, create engagement in top funnel pages and usher towards low funnel pages for conversion.
4- Content
Content strategy featuring motion design to narrate the brand story, explain the product structure and showcase the product demo.
Key results
