Case Studies

Creative Strategy and Website ReDesign

ADVA Optical Networking

ADVA Optical Networking's current branding was dated compared to the competition and marketplace. While serving the company well for the past 5 years, the website needed a face-lift too. It had become bloated, cluttered and didn't lend itself well to continual improvements for SEO and site conversions.

Background

ADVA Optical Networking is a leading global provider of optical networking solutions for the deployment, management and delivery of high-speed services. The ADVA product portfolio is sold through an international network of distributors, value-added resellers and original equipment manufacturers, in coordination with ADVA’s own regional sales offices and direct service provider sales force.

Challenge

New branding and website design to stand apart from the competitors and reach out to the global marketplace
Make it easier for the visitor to find information on products and services
Convert more site visits by people into the sales consideration pipeline
Improve usability of the Investor Relations section, and provide more information in both German and English languages
Separate the message and focus on the two major user segments, Service Providers and the Enterprise.
Leverage the technology investment in the existing content management system

Solution

SWOT Analysis and creative strategy for new branding that highlights ADVA's contemporary technology capabilities
Develop a site information architecture to increase usability and site conversions
Flash design to define the brand and segment the marketing message to Service Providers and Enterprises.
Enable on-page optimization to increase traffic to the website
Create an application plug-in to the CMS tool, allowing adminstrators to easily build pages in multiple languages

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