Pulsar Informatics is a company dedicated to conducting intensive research about fatigue and then develops employee scheduling and management software that helps mitigate crisis in high risk industries.
The brand had multiple websites, one for each of their products, which all had their own branding and messaging voice.
The product sites weren't responsive nor worked well on high DPI displays.
The overarching brand was getting lost and losing value.
Pulsar was making a gradual shift from an R&D company to a commercial software services company and needed to create a new brand voice and presence in the marketplace.
All Ears initially met with the Pulsar executive team for multiple half day sessions in order to understand the nature of their brand and the products that live under its umbrella. We worked with their team to refine their positioning, and chart a course for how their messaging would work and evolve over the next 3 years.
We created a discovery document that outlined all of the digital marketing goals and priorities that we had to fulfill, and included the working plan to achieve it. With the brand messaging and evolution mapped, we moved to the core web property and mapped a streamlined site architecture, focused on simplicity and the ability to handle future growth of more product offerings.
As a software service offering in high human risk fields, the new brand had to be professional, calming, and intelligent. We arrived at a new look and feel for the core brand, as well as creating an integrated logo family for their products. Web style guides and eventually an entire corporate ID was developed to give the company a new way to handle its outbound positioning.
We designed their new website to be device agnostic, meaning it would work well on any type of display. We used scalable vector graphics throughout the site for razor crisp display of images. We even designed a case study page that included some animation and whimsy to lighten the seriousness of the messaging.
We completely transformed the old neglected digital infrastructure of their previous sites. We abandoned their static site, and instead built the new property on Drupal 7, giving their time-strapped team unprecedented ability to modify the site on their own.
For their Case Study page, we created a page filled with SVG images that used parallax animations to tell the story of how far Pulsars products reached. This animation heavy page works well on all devices and is unusual for a site based on a CMS.
On the product pages, HTML5 animations were included to help reinforce the central product points, and slow down and engage the page skimming audiences in their Persona List.
Asynchronous loading of content was done on their resources page to provide a sense of speed and utility to the users looking for takeaway content on the site. All Ears looked for every opportunity to provide benefit, utility, and sometimes novelty to the Pulsar website audience.
The All Ears team lastly worked with Pulsar's marketing people to implement strategic Google Analytic funnels and goals in order to be able to review the site quarterly and provide actionable recommendations for making the site a more effective marketing machine.
— Steve Bruneau, Chief Operating Officer, Pulsar Informatics
I would use All Ears again on future projects. They take ownership of their projects, help to keep me and my staff on point in meetings and with deliverables, and provide oversight and guidance that demonstrates an expertise in digital marketing.
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