{"id":7763,"date":"2021-10-01T19:24:48","date_gmt":"2021-10-01T19:24:48","guid":{"rendered":"https:\/\/beauvoir.ca\/?post_type=project&#038;p=7763"},"modified":"2025-08-13T22:23:04","modified_gmt":"2025-08-13T22:23:04","slug":"etq","status":"publish","type":"project","link":"https:\/\/beauvoir.ca\/en\/portfolio\/etq\/","title":{"rendered":"ETQ"},"content":{"rendered":"<section class=\"b-image\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"b-image-content\"><div class=\"image image--fit \">\n\t\t\t\t<div class=\"frame\">\n\t\t\t\t\t<picture>\n\t\t\t\t\t\t<source srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/HEADER-scaled.jpg\" type=\"image\/jpeg\"\/>\n\t\t\t\t\t\t<img data-src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/HEADER-scaled.jpg\" class=\"lazy\">\n\t\t\t\t\t<\/picture>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\t<div class=\"b-image-loading\">\n\t\t<div class=\"spinner\"><\/div>\n\t<\/div>\n<\/section>\n\n\n<section class=\"b-text default-foreground style-default align-left\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"container\">\n\t\t<div class=\"b-text-content wysiwyg\">\n\t\t\t<h1 class=\"title3\">Etq<\/h1>\n<p class=\"text-understate\">BRAND STRATEGY \/ GRAPHIC DESIGN \/ VIDEO \/ WEB DEVELOPMENT \/ DIGITAL PERFORMANCE<\/p>\n<p>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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"b-image-video\" data-block data-watch data-watch-delay=\"60\">\n\n\t<div class=\"b-image-video-item\">\n\n\t\t\n\t\t\n\t\t\t\n\t\t\t<div class=\"b-image-video-item-background\"><\/div>\n\t\t\t<div class=\"b-image-video-item-foreground\">\n\n\t\t\t\t<div class=\"b-image-video-item-content\"><div class=\"video\" data-autoplay><video class=\"background\" playsinline autoplay muted loop preload=\"auto\"><source src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/ETQ-final-1.mp4\" type=\"video\/mp4\"><\/video><\/div><\/div>\n\t\t\t\t<div class=\"b-image-video-item-loading\">\n\t\t\t\t\t<div class=\"spinner\"><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\n\t<\/div>\n\n\t<div class=\"b-image-video-item\">\n\n\t\t\t\t\t<div class=\"b-image-video-item-content\"><div class=\"image image--fit \">\n\t\t\t\t<div class=\"frame\">\n\t\t\t\t\t<picture>\n\t\t\t\t\t\t<source srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Group-374-1.jpg\" type=\"image\/jpeg\"\/>\n\t\t\t\t\t\t<img data-src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Group-374-1.jpg\" class=\"lazy\">\n\t\t\t\t\t<\/picture>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\t\t\t<div class=\"b-image-video-item-loading\">\n\t\t\t\t<div class=\"spinner\"><\/div>\n\t\t\t<\/div>\n\t\t\t\n\t\t\n\t<\/div>\n\n<\/section>\n\n<section class=\"b-text default-foreground style-default align-left\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"container\">\n\t\t<div class=\"b-text-content wysiwyg\">\n\t\t\t<p class=\"text-understate\">1- Brand positioning<\/p>\n<h3>Brand strategy based on key insights<\/h3>\n<p>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 &#8211; so seldom appreciated &#8211; and that it was therefore difficult for them to secure the budget to acquire the right tools for the trade. That&#8217;s why Beauvoir positioned ETQ right in these individual&#8217;s corner by coming up with a new positioning : Empowering the quality champion in you.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"b-video\" data-block data-watch data-watch-delay=\"60\">\n\n            <div class=\"b-video-background\">\n            <div class=\"image image--mode-background\">\n                <div class=\"frame\">\n                    <img decoding=\"async\" class=\"layer\" src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/etq-brand-video.jpg\" srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/etq-brand-video.jpg 1444w, https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/etq-brand-video-300x161.jpg 300w, https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/etq-brand-video-1024x551.jpg 1024w, https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/etq-brand-video-768x413.jpg 768w\" sizes=\"100vw\" loading=\"lazy\">\n                <\/div>\n            <\/div>\n        <\/div>\n    \n            <div class=\"b-video-foreground\">\n\n            <div class=\"b-video-content\">\n                <div class=\"video video--playing\">\n                    <video class=\"background\" playsinline loop preload='none'>\n                        <source src=\"https:\/\/player.vimeo.com\/external\/442094749.hd.mp4?s=9c96b50373769a12b1261076bf53f19404da8c8c&#038;profile_id=175\" type=\"video\/mp4\">\n                    <\/video>\n                <\/div>\n            <\/div>\n\n            \n                <div class=\"b-video-play\">\n                    <div class=\"b-video-play-icon\">\n                        <svg width=\"24\" height=\"27\" viewBox=\"0 0 24 27\">\n                            <path d=\"M1.25 0.94263L23 13.5L1.25 26.0574L1.25 0.94263Z\" stroke=\"#fff\" fill=\"none\" \/>\n                        <\/svg>\n                    <\/div>\n                    <div class=\"b-video-play-text\"><\/div>\n                <\/div>\n\n                <div class=\"b-video-pause\">\n                    <div class=\"b-video-pause-icon\">\n                        <svg width=\"24\" height=\"27\" viewBox=\"0 0 24 27\">\n                            <path d=\"M7.2 4v20.4H3.9V4h3.3m1.2-1.2H2.8v22.6h5.6V2.8zM19.7 4v20.4h-3.3V4h3.3m1.2-1.2h-5.6v22.6h5.6V2.8z\" fill=\"#fff\"\/>\n                        <\/svg>\n                    <\/div>\n                    <div class=\"b-video-pause-text\"><\/div>\n                <\/div>\n\n                <div class=\"b-video-mute\">\n                    <div class=\"b-video-mute-icon b-video-mute-icon--muted\">\n                        <svg width=\"48\" height=\"48\" viewBox=\"0 0 48 48\">\n                            <path fill=\"#fff\" d=\"M11 18.7v10.9h5l9 6.2.5.2V12L16 18.7h-5zm6 1.4l6.7-4.5v17.3L17 28.2l-.7-.2H13v-7.6h3.6l.4-.3z\"\/>\n                        <\/svg>\n                    <\/div>\n                    <div class=\"b-video-mute-icon b-video-mute-icon--mute\">\n                        <svg width=\"48\" height=\"48\" viewBox=\"0 0 48 48\">\n                            <path fill=\"#fff\" d=\"M11 18.7v10.9h5l9 6.2.5.2V12L16 18.7h-5zm6 1.4l6.7-4.5v17.3L17 28.2l-.7-.2H13v-7.6h3.6l.4-.3zm20 .9l-1.4-1.2-2.9 3.1-3.1-3.1-1.2 1.2 2.9 3.1-2.9 3.1 1.2 1.2 3.1-3.1 2.9 3.1 1.4-1.2-3.1-3.1L37 21z\"\/>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n\n            \n        <\/div>\n    \n<\/section>\n\n<section class=\"b-video\" data-block data-watch data-watch-delay=\"60\">\n\n    \n            <div class=\"b-video-foreground\">\n\n            <div class=\"b-video-content\">\n                <div class=\"video video--playing\">\n                    <video class=\"background\" playsinline autoplay muted loop preload='auto'>\n                        <source src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Rendu-page-2.mp4\" type=\"video\/mp4\">\n                    <\/video>\n                <\/div>\n            <\/div>\n\n            \n        <\/div>\n    \n<\/section>\n\n<section class=\"b-text default-foreground style-default align-left\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"container\">\n\t\t<div class=\"b-text-content wysiwyg\">\n\t\t\t<p class=\"text-understate\">2- Creative platform<\/p>\n<h3>Holistic design across all communication<\/h3>\n<p>A new creative platform was developed to better reflect the company positioning as a world leader in quality management systems<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"b-image\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"b-image-content\"><div class=\"image image--fit \">\n\t\t\t\t<div class=\"frame\">\n\t\t\t\t\t<picture>\n\t\t\t\t\t\t<source srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Image4.jpg\" type=\"image\/jpeg\"\/>\n\t\t\t\t\t\t<img data-src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Image4.jpg\" class=\"lazy\">\n\t\t\t\t\t<\/picture>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\t<div class=\"b-image-loading\">\n\t\t<div class=\"spinner\"><\/div>\n\t<\/div>\n<\/section>\n\n\n<section class=\"b-image-video\" data-block data-watch data-watch-delay=\"60\">\n\n\t<div class=\"b-image-video-item\">\n\n\t\t\n\t\t\n\t\t\t\n\t\t\t<div class=\"b-image-video-item-background\"><\/div>\n\t\t\t<div class=\"b-image-video-item-foreground\">\n\n\t\t\t\t<div class=\"b-image-video-item-content\"><div class=\"video\" data-autoplay><video class=\"background\" playsinline autoplay muted loop preload=\"auto\"><source src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Ipad.mp4\" type=\"video\/mp4\"><\/video><\/div><\/div>\n\t\t\t\t<div class=\"b-image-video-item-loading\">\n\t\t\t\t\t<div class=\"spinner\"><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\n\t<\/div>\n\n\t<div class=\"b-image-video-item\">\n\n\t\t\t\t\t<div class=\"b-image-video-item-content\"><div class=\"image image--fit \">\n\t\t\t\t<div class=\"frame\">\n\t\t\t\t\t<picture>\n\t\t\t\t\t\t<source srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Group-375-1.png\" type=\"image\/png\"\/>\n\t\t\t\t\t\t<img data-src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Group-375-1.png\" class=\"lazy\">\n\t\t\t\t\t<\/picture>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\t\t\t<div class=\"b-image-video-item-loading\">\n\t\t\t\t<div class=\"spinner\"><\/div>\n\t\t\t<\/div>\n\t\t\t\n\t\t\n\t<\/div>\n\n<\/section>\n\n<section class=\"b-text default-foreground style-default align-left\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"container\">\n\t\t<div class=\"b-text-content wysiwyg\">\n\t\t\t<p class=\"text-understate\">3- New website<\/p>\n<h3>An experiential website heavy on conversion<\/h3>\n<p>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&#8217;s leadership, create engagement in top funnel pages and usher towards low funnel pages for conversion.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"b-video\" data-block data-watch data-watch-delay=\"60\">\n\n    \n            <div class=\"b-video-foreground\">\n\n            <div class=\"b-video-content\">\n                <div class=\"video video--playing\">\n                    <video class=\"background\" playsinline autoplay muted loop preload='auto'>\n                        <source src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Comp-1.mp4\" type=\"video\/mp4\">\n                    <\/video>\n                <\/div>\n            <\/div>\n\n            \n        <\/div>\n    \n<\/section>\n\n<section class=\"b-text default-foreground style-default align-left\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"container\">\n\t\t<div class=\"b-text-content wysiwyg\">\n\t\t\t<p class=\"text-understate\">4- Content<\/p>\n<h3>Motion design at the core<\/h3>\n<p>Content strategy featuring motion design to narrate the brand story, explain the product structure and showcase the product demo.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"b-image-video\" data-block data-watch data-watch-delay=\"60\">\n\n\t<div class=\"b-image-video-item\">\n\n\t\t\t\t\t<div class=\"b-image-video-item-content\"><div class=\"image image--fit \">\n\t\t\t\t<div class=\"frame\">\n\t\t\t\t\t<picture>\n\t\t\t\t\t\t<source srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Image-07-2.jpg\" type=\"image\/jpeg\"\/>\n\t\t\t\t\t\t<img data-src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Image-07-2.jpg\" class=\"lazy\">\n\t\t\t\t\t<\/picture>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\t\t\t<div class=\"b-image-video-item-loading\">\n\t\t\t\t<div class=\"spinner\"><\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\n\t<\/div>\n\n\t<div class=\"b-image-video-item\">\n\n\t\t\n\t\t\n\t\t\t\n\t\t\t<div class=\"b-image-video-item-background\"><\/div>\n\t\t\t<div class=\"b-image-video-item-foreground\">\n\n\t\t\t\t<div class=\"b-image-video-item-content\"><div class=\"video\" data-autoplay><video class=\"background\" playsinline autoplay muted loop preload=\"auto\"><source src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Anim-mobile.mp4\" type=\"video\/mp4\"><\/video><\/div><\/div>\n\t\t\t\t<div class=\"b-image-video-item-loading\">\n\t\t\t\t\t<div class=\"spinner\"><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\n\t<\/div>\n\n<\/section>\n\n<section class=\"b-text default-foreground style-default align-left\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"container\">\n\t\t<div class=\"b-text-content wysiwyg\">\n\t\t\t<p class=\"text-understate\">Key results<\/p>\n<h3>Results speak for themselves<\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"b-image\" data-block data-watch data-watch-delay=\"60\">\n\t<div class=\"b-image-content\"><div class=\"image image--fit \">\n\t\t\t\t<div class=\"frame\">\n\t\t\t\t\t<picture>\n\t\t\t\t\t\t<source srcset=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Eng-stats-1.jpg\" type=\"image\/jpeg\"\/>\n\t\t\t\t\t\t<img data-src=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Eng-stats-1.jpg\" class=\"lazy\">\n\t\t\t\t\t<\/picture>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\t<div class=\"b-image-loading\">\n\t\t<div class=\"spinner\"><\/div>\n\t<\/div>\n<\/section>\n","protected":false},"featured_media":9932,"menu_order":19,"template":"","project-service":[39,32,56,38,36],"project-industry":[42],"class_list":["post-7763","project","type-project","status-publish","has-post-thumbnail","hentry","project-service-branding-strategy-marketing","project-service-graphic-design","project-service-performance-numerique-en","project-service-video-production","project-service-web-development","project-industry-technologies-information-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ETQ | Case study - Beauvoir Creative Agency<\/title>\n<meta name=\"description\" content=\"Find out how we increased organic traffic by 74% on the ETQ website through a communication strategy, rebrand and web redesign!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beauvoir.ca\/en\/portfolio\/etq\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ETQ | Case study - Beauvoir Creative Agency\" \/>\n<meta property=\"og:description\" content=\"Find out how we increased organic traffic by 74% on the ETQ website through a communication strategy, rebrand and web redesign!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beauvoir.ca\/en\/portfolio\/etq\/\" \/>\n<meta property=\"og:site_name\" content=\"Beauvoir\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-13T22:23:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn.beauvoir.ca\/uploads\/2021\/10\/Etq-avant-1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2304\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/beauvoir.ca\/en\/portfolio\/etq\/\",\"url\":\"https:\/\/beauvoir.ca\/en\/portfolio\/etq\/\",\"name\":\"ETQ | Case study - 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