Design, Branding & Positioning
Because competitors sell similar products, Optelian’s brand positioning is critical to success. The company’s excellent customer service and rock steady integrity already helped Optelian compete on a wide playing field with larger, better known competitors. The new website needed to position the company online with the look-and-feel of a larger player in the market while maintaining and improving usability and constantly reinforcing Optelian’s brand characteristics, including:
- Carrier grade
TBG’s design strategy was to focus on light: particles, movement, shading, reflection, and refraction. We played down images of hardware and played up notions of people and outcomes. As part of the content strategy to articulate Optelian’s value proposition and set it apart from the competition, TBG recommended specific new messaging around carrier grade appropriateness, speed, technical specialization, and passion. Optelian’s new website is a fresh, sophisticated take on a growing tech company and helps it to level the playing field in which it competes. TBG’s use of sophisticated design, in conjunction with new branding, elevates Optelian to enable it to stand out as much for its digital presence as it already does for its stellar customer service.