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Brand Repositioning
Caleva
Date: 2016 Agency: Rocktime Role: UI Designer & Art Director
Caleva are a market leader in manufacturing and developing equipment for the production of pellets (beads or spheroids) by Extrusion and Spheronization.
Brief
Caleva approached Rocktime with a clear objective to reposition the company as a global business. They wished to be seen as less pharmaceutical and to demonstrate how knowledgeable they were about Extrusion and Spheronization processes.
Caleva approached Rocktime with a clear objective to reposition the company as a global business. They wished to be seen as less pharmaceutical and to demonstrate how knowledgeable they were about Extrusion and Spheronization processes.
Process
To help Caleva with a digital strategy the first thing we did was to outline brand positioning through customer and employee surveys. All the data was collated together which helped guide the Brand positioning structure.
The website was split into two distinct areas of Lab and Production and the service Caleva give.
We really wanted their products to be seen as desirable to their customers so it was necessary to produce a series high end and elegant studio products.
The customer journey was defined and content created specifically for each specific persona going along their journey. This helped to form the structure of the site build, hierarchy of navigation, location of content and functionality available to the user.
Everything is trackable and heavily focused on analytics.
Solution
The end results produced a considered and user-focused web experience that challenged the usual, expected design for something entirely different. The solution was very much design-led and stemmed around the best use of content delivered by Caleva.
Results
Caleva experienced an immediate 3-fold increase in enquiries after launch and sales are now coming in from the new catalyst market. Results from the website grading audit score saw an increase in grade from 31 to 79%.
Caleva experienced an immediate 3-fold increase in enquiries after launch and sales are now coming in from the new catalyst market. Results from the website grading audit score saw an increase in grade from 31 to 79%.
