Scanwel

Project overview

Scanwel was founded by family and built on innovation. For over 40 years they have been a leading manufacturer and distributor of components and systems in Vacuum, Surface & Nanoscience. The company was entering a crucial phase of growth, Scanwel approached JC Creative to help evolve their brand to reflect the credibility of their technology and teams knowledge, and to deliver a brand that can launch them into the next phase of development.

When the client approached us, they were a fairly traditional company looking to stand out in a very competitive market. Our challenge was to find a way to differentiate the brand yet retain it’s heritage, and develop a proposition which could scale beyond the company founder’s reputation. We began by facilitating a bespoke brand workshop with Scanwel’s key stakeholders to explore their core strengths and ambitions for the new brand. The goal was to reimagine the brand idea, brand values and strapline in a way that would be both authentic to Scanwel’s heritage and simultaneously renew the company’s positioning for growth.

Scope

Brand strategy; Visual Identity; UX/UI Design;
Web Development; Brand Implementation

Sector

Engineering & Technology

Discovery and research

The key function for the logo was simplicity. We created a simple logotype identity that has instant impact. A bold sans serif font was used to give a contemporary look and provide longevity. The ‘S’ at the heart of the design, was angled with two interlocking pieces that forms a full circle, while retaining an element of separation, representing the two shapes working seamlessly together to intelligently interpret the style of products that Scanwel manufacture.

Scanwel needed a new website that would improve potential client engagement and showcase the variety of solutions and products that they offer. The old site had become outdated and was no longer functioning as an effective digital marketing tool. Our key goals were to improve user experience and reduce bounce rate, ultimately increasing website conversions.

We kicked off by conducting a number of discovery UX workshops with Scanwel to gain a better insight into their values and pocesses in order to identify foundations and to determine the direction of their digital plan. We started by working with their internal teams to develop an understanding of the current customer experience from Scanwels perspective. With Marketing, Sales and Technical Support specialists from across the business we mapped out various key stages in the customer journey to establish how the business would address the needs of their clients. This provided a set of hypotheses to explore with our contextual research.

The result

We developed an entirely new brand visual and verbal identity system based on Scanwel’s existing brand values of professional, dependable and forward-looking. Addressing all brand touch points across Scanwel’s infrastructure we created a fresh new brand experience that feels contemporary, dynamic and approachable whist maintaining its strong heritage.