Microlise ● Technology
Developing an identity to help power the pioneers.
A privately-owned business operating for over thirty years, Microlise helps their clients to reduce costs and the environmental impact of their fleet operations. As the market leader in the transport telematics sector, Microlise invests heavily every year in research and development to make sure their products remain at the forefront of the industry.
Planning a road trip
Tribe was engaged as Microlise’s lead creative partner, to evolve and clarify its brand offering, transform the brand identity, and develop a new website to better reflect the pioneering, dominant position they hold within their sector. As leaders in their field, the Microlise reputation for unrivalled innovation was vastly under supported by a fractured, ill-fitting corporate identity and outdated website.
We explored colour and type treatments to develop a resonant identity around the existing logo. We wanted a solution that provides Microlise with a dynamic, agile platform to suit their diverse range of brand communications.
Clarifying the service and product offering lead to the development of a suite of bespoke icons that sat alongside the development of the core brand platform and visual identity.
The core service icons were developed as identifiers for the core products and services offered by Microlise. The aesthetic style helps to build recognition and recollection with the Microlise visual identity, and the keyline boundary references the shape taken from the Microlise logomark.
A detailed visual identity guideline book was produced, covering everything from core elements such as logo treatments, colour and typography, to various print communication templates and icon use.
We produced a number of print templates to aid the Microlise marketing department in producing cohesive on-brand communications quickly and easily. These cover everything from internal reports to whitepapers, product brochures and dual-branded case studies.
A journey of innovation
Microlise is a company that leads the way in intelligent technology, so Tribe came up with a smart solution to help them engage more effectively with existing and potential clients. Initially, we developed a distinctive, cohesive and streamlined brand identity, which led to us redeveloping their website. When we got to the root of their offering, we discovered that customers rarely want more than one of the five available products because they’re industry specific. We therefore developed an intelligent website that responsively filters information specific to the needs of the audience. This was complemented by a user-first, simplified navigation – a complete package to support Microlise as the market leader.
Driving an intelligent online experience
An intuitive new website designed to consider the user first provides a positive brand experience for users and generates sales leads though data capture. An ‘Industry Selector’ makes content responsive and dynamic based on the user, so more relevant content is presented to users. Benefit-led messaging and quick access to relevant, valuable content like white papers, positions Microlise as thought leaders and experts in their industry.
A simplified user journey and fluid responsive breakdown makes sure the user experience feels seamless and familiar across devices.
The industry selector widget uses responsive content to change the hierarchy of the information – placing what the user is most likely to find useful at the front of the online experience.
Fuel for future success
A key element of our work with Microlise included the design and development of dynamic brand assets. Forming part of a brand management platform, these included templates for various print and digital collateral and communications – giving the marketing department a base from which to produce coherent branded content. The brand development work was so successful, it equipped the Microlise business to take on new challenges. We helped position and promote Microlise as a first-class offering, enabling it to attract even more premium clientele, resulting in new business with brands such as The Co-operative, Morrisons and B&Q.
“Hiring a creative agency was something of a leap of faith for us and something we were unsure we required, but I can honestly say it’s the best single decision we’ve made this year.”Bob Harbey Executive Director