OptoFidelity is one of the world's leading manufacturers of optical metrology equipment. Technology companies familiar to us all use OptoFidelity's equipment to support product development and ensure quality in industrial manufacturing. The company employs over 370 professionals across three continents.
OptoFidelity's business focus was shifting toward testing solutions for new AR/VR/MR devices. That shift needed to be backed by an updated brand identity, messaging, and website.
We started with end customers — our collaboration with OptoFidelity began by building customer personas. These documented personas were later used, among other things, to define website content. Purchase paths were mapped for each persona, from first contact through to becoming a customer.
The result of this groundwork was clarity on exactly who we wanted to convince of the excellence of OptoFidelity's solutions, and what kind of content needed to be created for them.
As noted, OptoFidelity's visual identity and messaging no longer reflected the company's core business, so it was time to update them. We ran a brand workshop, and based on it, worked with the OptoFidelity team to refine a messaging hierarchy — defining what OptoFidelity should say about itself, and in what words.
At the same time, we began revamping the visual identity, landing on an airy, light look. The identity reflects OptoFidelity's expertise in optical metrology and reinforces the image of technological leadership.
OptoFidelity uses HubSpot actively, and the company's previous site was also built on the HubSpot CMS platform, so choosing the website platform was straightforward.
The site launched in January 2024. OptoFidelity now has an up-to-date website, a new look, and new messaging to launch impactful marketing from.
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