Loftware
Creative Director
Prior to this project, Loftware has never had any illustration used in their branding. Loftware only relied on text, stock imagery, or very technical demo videos (which were never used in brand or marketing). To make the product more marketable and user-friendly, we incorporated simplified illustrations of our complex, B2B products. This helps us to put a label (literally) to our products and become more recognizable as a brand.
One of Loftware’s biggest struggles was looking modern and having a functional, easily navigable website, that clearly showed off all our resources, as well as our product. So through collaboration with the Digital Team and our website agency, NOA, we were able to create an engaging and dynamic website through the use of more colors, product imagery and updated styling.
This was Loftware’s first ABM campaign, and it was targeted at the EMEA automotive industry. Assets consisted of a microsite, dual-language ads and a digital magazine.
STATS:
• 96% of all targeted accounts engaged
• 20% accounts have newly engaged with the website
• 16% of accounts moved along the buying funnel
• Booked meetings with BMW and Mercedes
Loftware has historically never showed their products due to its complexity (and it’s a bit uninteresting). The goal with introducing product illustrations was then not only to have imagery, but also show a story. It was flipping the traditional viewpoint of showing the physical product, and instead showing the outcome.
L to R: Clinical Trials / Medical Device / Cloud (main product) / Bl.ink QR codes
Once the website had better foundational blocks, it was time to build and enhance the individual elements. Much of Loftware’s prior branding relied on stock photography (Left block), and being the niche industry it is, much of the photography became redundant and was missing the opportunity for further branding.
In order to brand the page more, I began designing all resource teasers (Right block). Not only was the page more curated and visually tasteful, but any time the articles get promoted, the Loftware brand is still coming through.
