FiberSensing

We did a rebranding based on circles because is the fiber optics visual pattern, and taking advantage of the simplicity of the circle we build FiberSensing graphic language with dots. The client said it was too simple, too bland and that they even saw a similar logo on a magazine. We had to design the full brand language so that the client could see our vision, the brand full potential and even show some other dot/globe rebrandings like the USA today as references.

With a typical engineer website, based solely on their products that nobody knew what was that all about, we had to rethink their whole market strategy and divide it’s reach by 5 markets as the core of the website: to appeal to a wider range of audience and not just the typical engineer that already knew their range of products.

Additionally, their expertise and portfolio are reflected in carefully crafted case studies with their solutions, capacities, and know-how. Technology served by design with the website as leading role on the strategy. The results after some months were astounding, with a major acquisition by HBM and an increase of sales way ahead of the company’s objectives.

The old structure was a little bit messy for eventual new clients that didn’t know how FiberSensing could help them. Converting the business structure to a market strategy (Civil, Energy, Aerospace & Wind) was not the typical B2B structure that everyone, including their competitors, used at the time. But the clarity that came from this step allowed us to succeed in the end result. So yes, we had to take the risk to tell the client how they should sell themselves and change the original brief. We were called for a new website and in the end, the client made a rebranding, changed their strategy and ended up with something that everybody was really proud of.

There was a time when we didn’t have Figma or Sketch. For more than a decade we did all our websites on something called Photoshop: a tool made for bitmap manipulation from Adobe.

Everything was fine until we got retina displays and the file sizes doubled without any optimization from Adobe that simply ignored the non-retina/retina duality and the OCD in us panicked: we couldn’t have a crisp view on the 1:1 view and the titanic file sizes made everything unexplainably more difficult. We still love photoshop, had a quick romance with Sketch but Figma is the lover we all needed. Hold my underwear!