Designing for a rising startup

Adding to their challenges, Exotec was in the early stages of entering the US market from its European footprint. What followed was a close collaboration to evolve their brand and visual identity system, redesign the website around a crafted approach to content and lead generation, and reintroduce the world to a mature and proven warehouse robotics industry leader.

It was a bittersweet feeling to have finished our project with IfThen because during our work together they managed to become a true extension of our team. This was possible because every person on the IfThen team took the time to fully understand our product and what our business stands for. This not only helped drive the efficiency and achieve great results, but also made the whole process much more exciting. The team was always engaged during our meetings and very attentive to the feedback we provided. Overall, we feel very happy with the final product, and I wouldn’t hesitate to work with them again.

Arthur Bellamy, CRO, Exotec

1. Deep dive into the brand system.
Our work with Exotec began with a thorough audit of brand visuals and messaging, informing the basis of our strategy to adapt and elevate the essence of the company for the US market.

2. Visual Identity System refresh.
IfThen’s brand design team evolved the Exotec brand system, strengthening the company’s logo, energizing the color palette, establishing a robust and modern typography system, and developing guidelines for illustration, iconography, and photography. 

3. Shift perception from startup to established.
Exotec is much more than an idea or promise – it’s a leading global player with the credentials and clients to back it up. The design positioning is set to boldly showcase Exotec’s impressive depth of experience, its position of leadership in warehouse robotics, and the quantity of its solution deployments across the globe. 

4. Communicate with clarity and excitement.
From the big picture down to product minutia, we crafted a well-orchestrated IA strategy to convey Exotec’s brand and vision with enthusiasm and freshness. 

5. A hard-working site that drives growth.
We designed a multi-purpose site that builds trust through prioritizing content – imagery, video, and stories that guide customers through their buying journey. Curated learning opportunities and stories feed the sales pipeline with omnipresent top-of-funnel lead capture as well as contextual sales inquiries.

6. Custom WordPress development.
A fresh WordPress installation prioritizes performance, simplicity, and elegance, with a bespoke theme and components designed and developed specifically for the company’s needs.