Induro
​As a local software development firm is growing and is set for new challenges, we provided a rebranding solution that included redesigning the website.
Overview
My Role
Induro is a software development company based in Charlotte that specializes in developing software solutions for complex technological problems. Although they have been operational since 2018, most of their clients are acquired through networking and mutual contacts. They are looking to expand and utilize an approach where they could acquire new clients by showcasing their work through their website.

I applied the branding process to communicate Induro's strengths and abilities in the field of software development.

As the only designer on this project, I took the charge of refining the the brand strategy, brand voice, and the brand identity. ​
UX Designer
​Research Synthesis (Primary Research, Heuristic
Analysis, Use Cases);

Ideating (Task Analysis, Function Analysis);

Prototyping (Wireframes);

Testing (User Testing);
Induro logo
What's Induro?
While Induro has successfully developed relationships with local businesses through networking, our challenge was to develop a website that showcases their work and could attract potential clients by providing them with all the information they are looking for intuitively. ​
The primary business needs defined were:

  • Provide a better way to showcase the work for potential clients.
  • ​Convey company values and culture for prospective employees. 
  • Redesign the company website that aligns better with the brand image. 
Research
To best position ourself in a market, we must first understand that market. Building a brand strategy without knowing the target audience or competitors is just shooting in the dark.
To better understand the market, I started with:
  • Creating buyer personas. To have a brand that address the clients according to their needs it is important to know your target audience. Why would they come to you? What are they looking for? What are their priorities? These are a few questions that were answered through this part of research. After the research was completed, an ideal user persona was developed which served as a reference for any future work. 
  • Identify your competition. Knowing your competition helps in positioning and differentiating yourself. What works for the competitors and where is room for improvement? How can we carve a niche in this particular market? These questions were addressed by this part of the research.
Original static, one-page design (Induro website)
Key Insights:
  • Most visitors to the website are either CEOs or VPs to a mid-size companies. 
  • They are looking for either validation to why should they work with Induro or their technological capabilities. 
  • Case studies needs to be added to showcase expertise and build credibility.
  • Client reviews would be a great way to establish trust. 
  • The website needs to more interactive that shows the creativity and technological expertise of the team.
Storyboard
Strategy 
The strategy stage sets the tone of your communication, and provides a rallying point for your team in terms of brand values and business direction. The strategy consisted of specific objectives that marked different points of the brand. 
  • Understand who Induro are.
  • Identify who they are trying to reach.
  • Clarify what services they offer.
  • Position them among competitors.
Design
Brand identity is made up of tangible, recognizable brand elements that work as a cohesive whole. The main objective of every brand identity was to create something distinct and recognizable by customers. As part of the branding process, my main role was to formulate the visual identity. A Design thinking approach was applied to improve services, products and workflows.
Initial concept sketch
  • Brand Voice: Induro provides service to their clients and for the same reason it is very important to have a consistent brand voice. In this part I was targeting to design a brand voice, the message to share and how that connects with the brand personality. 
  • Style Guide: A style guide is important to keep track of your choices  put into understanding the brand.
Implementation 
This step of the branding process is concerned with your long-term branding strategies. It starts with the careful planning of the roll-out i.e. how and when certain aspects of your brand will be launched on various channels. Implementation went through many forms, from a few business cards, merchandise, to the website launch. 
                                         Original Homepage design
                                         Final Homepage design
Comparisons in the current and redesigned home page 
Mobile Design scrollable prototype
Key Learning: 
Start with Why: It is crucial to get everyone involved in understanding the mission—the why the company exist. This starts at the top and works all the way down to the bottom. This approach will help people to see the brand, not just the products.

Stay Transparent: There is nothing more motivating than the human story. The customers will also willingly share positive changes they have made in their day-to-day lives by using the product/service that helped them in changing their lifestyle, confidence, focus, quality of life and energy for the better. It is not about selling a service or product to the target audience, but rather letting the service or product be there for them in the form of a feasible solution.
Outcome
We designed a Modern and clean digital experience for Induro. Bold, clear navigation provides access to insights about the company. The striking design extends Induro’s recently reimagined visual branding.

We re-designed the current Induro website to provide individuals with more meaningful information about the past projects, existing clients, services offered, and easy ways to get in touch. 
​
With the new website, we helped Induro establish trust and confidence, increase brand awareness, and ultimately motivate clients to work with Induro.

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