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Building the online presence from scratch and effectively communicating a brand-new product on the market

29%

Faster sales process with the new website in place

70%

REDUCED THE NO. OF QUESTIONS CAUSED BY MISUNDERSTANDINGS

44%

more meetings thanks to the enhanced LinkedIn and website presence

The challenge

UBIfranstructure, a newly founded UK company, had just developed an innovative product: a modern method of construction called UBI Shell and UBI Space. However, they had no online presence or marketing strategy, which needed to be addressed. As one of the first products of its kind, it was crucial to effectively explain what UBI Shell and UBI Space were, how they worked, and their benefits. Our goal was to establish strong branding, communicate the product efficiently, develop comprehensive marketing strategies, implement self-sustaining systems in the background, and ensure the website was more efficient, scalable, and consistently updated with fresh content.

Services
Platform

Defining the website structure and branding to efficiently communicate the products

The primary challenge with UBInfrastructure was effectively communicating their innovative product, UBI panels. These panels could either wrap around an existing building, termed UBI Shell, or be used to construct a new building, known as UBI Space. Given the novelty of the product, it was essential to convey its applications and benefits clearly. Because the UBI team didn’t have a clear vision of how to present the business and products, we started by creating numerous wireframes and mindmaps to plan the optimal customer journey and layout. Throughout this process, we had several meetings with the UBI team and made a couple of new versions of the wireframe. Ultimately, we developed an ideal structure and navigation that effectively communicated the process and benefits of each use case to their target audiences.

Communicating the business and ideas was also essential for UBInfrastructure. Once the wireframes were approved, we populated them with multiple homepage copy options, exploring various approaches to ensure clarity and impact. The team chose the most suitable approach, and based on that copywriting style, we completed the content for all pages. This set the stage for the design conceptualization phase. Initially, we aimed for a minimalist, clean design on a white background with blue accents. Since UBI is about panels, we incorporated these elements into the design, along with a minimalistic logo. Simultaneously, we developed other branding elements, such as fonts, cohesive color palette, unified document templates, signatures, and more to create a strong and memorable brand identity.

Numerous visual assets were created to help convey the product even more effectively

Despite having a solid foundation with an ideal customer journey and concise copy, it wasn’t enough to convey the main message quickly and efficiently. It lacked the visual interpretation of the product and its applications in “real-time”. To address this, we leveraged our internal video production team to create a 37-second video that quickly introduced viewers to the problem UBInfrastructure aims to solve and visually showcased the use cases of UBI panels. Viewers could see how the panels would be placed over existing buildings and how they could be constructed into a new building from scratch. This video helped quickly visualize the product, which would have otherwise required numerous different assets to explain effectively.

From a website perspective, we knew the video had to be placed on the homepage right below the hero section, where the majority of people would land. This placement would help capture and engage as many visitors as possible. From the design standpoint, we chose a minimalistic design with a white background and subtle animations to avoid distracting the viewer. For that reason, we also set the “main stage” of the video in the center of the screen on a platform for better clarity.

In addition to the video, we created numerous custom graphics of the buildings and infographics detailing the process. These visuals further helped communicate the product’s features and the business’s value proposition more effectively.

Shortly after the launch of the website, the UBInfrastructure team needed another video to present the product to potential buyers, mainly the UK government. We couldn’t use the first video because the explainer video didn’t include the problem UBI panels solve and lacked concrete statistical data and benefits, all essential for potential buyers. Since it was also for the UK government, we needed to spend more time on graphics and animation to immediately appeal to the viewer with beautiful visuals. For that reason, we focused on more colorful visuals with highly detailed graphic elements, such as the trains, characters, their attires, and more. The video was 45 seconds long. We intentionally wanted to keep the message concise and just long enough to engage the viewer. Then the rest would be up to the UBInfrastructure team to present their deck with more details.

Numerous visual assets were created to help convey the product even more effectively

Despite having a solid foundation with an ideal customer journey and concise copy, it wasn’t enough to convey the main message quickly and efficiently. It lacked the visual interpretation of the product and its applications in “real-time”. To address this, we leveraged our internal video production team to create a 37-second video that quickly introduced viewers to the problem UBInfrastructure aims to solve and visually showcased the use cases of UBI panels. Viewers could see how the panels would be placed over existing buildings and how they could be constructed into a new building from scratch. This video helped quickly visualize the product, which would have otherwise required numerous different assets to explain effectively.

From a website perspective, we knew the video had to be placed on the homepage right below the hero section, where the majority of people would land. This placement would help capture and engage as many visitors as possible. From the design standpoint, we chose a minimalistic design with a white background and subtle animations to avoid distracting the viewer. For that reason, we also set the “main stage” of the video in the center of the screen on a platform for better clarity.

In addition to the video, we created numerous custom graphics of the buildings and infographics detailing the process. These visuals further helped communicate the product’s features and the business’s value proposition more effectively.

Shortly after the launch of the website, the UBInfrastructure team needed another video to present the product to potential buyers, mainly the UK government. We couldn’t use the first video because the explainer video didn’t include the problem UBI panels solve and lacked concrete statistical data and benefits, all essential for potential buyers. Since it was also for the UK government, we needed to spend more time on graphics and animation to immediately appeal to the viewer with beautiful visuals. For that reason, we focused on more colorful visuals with highly detailed graphic elements, such as the trains, characters, their attires, and more. The video was 45 seconds long. We intentionally wanted to keep the message concise and just long enough to engage the viewer. Then the rest would be up to the UBInfrastructure team to present their deck with more details.

Launching marketing initiatives on social media to get more business opportunities

After the launch of the website, the next stage for UBInfrastructure was to kick off its marketing efforts and leverage the online space to generate more business opportunities. However, they were unsure how to approach this. We began by identifying the ideal target audience, which included large railway and construction companies in the UK. We then determined where these companies were most active online and how to capture their attention. It quickly became clear that LinkedIn would be the key platform, where we could drive more business opportunities by regularly posting relevant content and growing the follower base to attract more inbound opportunities. LinkedIn would also allow us to reach out to our ideal target audience, generating more outbound business opportunities. So we developed the following strategy:

  • Adjusting LinkedIn profiles: First, we optimized all personal and company LinkedIn accounts. This involved creating a custom banner with a strong CTA, rewriting the “About Us” section, adding relevant website links, and more.
  • Custom graphics design: For our marketing initiative, we need lots of custom graphics and infographics, whether it be banners for LinkedIn profiles, graphics and infographics for posts, articles, case studies, on the website, and more. We continuously create dozens of visual assets for UBInfrastructure on a monthly basis.
  • Regular content posting: To attract more organic traffic, we started writing 12 posts monthly. Each post included a custom graphic to help visualize the topic, such as images of the product, infographics with supporting statistics, and more.
  • Writing website articles: We also began writing 2-3 long-form articles monthly on more complex topics, such as industry news and case studies, which were not suitable for LinkedIn posts. The benefit of these articles was their shareability, allowing UBInfrastructure to easily share links to case studies with relevant prospects. These articles were also repurposed on the LinkedIn company page.
  • Reaching out to the ideal target audience: Since UBInfrastructure initially lacked a large audience and following, we created an outreach strategy to connect with their ideal target audience. This included using 100 connection request weekly and inviting 250 followers monthly to follow the company page. This strategy helped book new meetings with potential clients.
  • Bi-weekly reporting and strategy evaluation: Every two weeks, we hold a meeting with UBInfrastructure to report results, evaluate strategies, and brainstorm new ideas. This allows us to test new strategies and optimize existing ones.

 

By following this comprehensive approach for the first six months after the launch of UBInfrastructure’s online presence, we were able to effectively establish a strong presence on LinkedIn and generate valuable business opportunities. After this initial period, UBInfrastructure took over the management of these efforts, continuing to build on the foundation we helped create.

Process

Every stage of the process was carefully planned upfront, allowing us to launch the entire website in just five weeks, including time for client feedback and revisions. Between each stage, we discussed progress with the UBInfrastructure team, ensuring optimal output. The trickiest part was efficiently communicating the product and its benefits, but everything went well in the end, and we launched the website within the deadline.

Understanding the business, thinking about customer journey and how to present the business and the unique UBInfrastructure products.

We prepared the website’s backend and site theme, including various website design concept samples in Figma.

Once UBInfrastructure chose a design concept, we designed the rest of the pages and coded the new website on our staging domain before going live. Simultaneously, in this stage, we worked on producing the explainer video that would be used on the homepage.

After the launch, we finalized and optimized all UBInfrastructure social media profiles, including LinkedIn and Instagram. This involved changing banners, updating profile pictures, adding relevant descriptions and links, and scheduling an announcement post about the new website.

After UBInfrastructure’s online launch, we established a strong LinkedIn presence and generated valuable business opportunities. We achieved this by writing 12 monthly posts, creating 2-3 website articles, developing content plans, designing custom graphics, and crafting LinkedIn strategies. We also held bi-weekly consultations to ensure alignment and track progress. After 6 months, UBInfrastructure took over the management of these efforts, continuing to build on the foundation we helped create.

We've taken the online presence to new heights, opening the door to a wide array of new opportunities

The goal of the project was to develop UBInfrastructure’s online presence and efficiently communicate its products. We achieved this by creating relevant wireframes, customer journeys, and an animated video, complemented by custom graphics and images. This strategy resulted in a dynamic and engaging website that effectively showcased the UBI panels, driving significant user engagement.

Post-launch, we optimized UBInfrastructure’s social media profiles on LinkedIn and Instagram, updating banners, profile pictures, and descriptions, and scheduling an announcement post for the new website. We also created a 37-second video placed on the homepage, which quickly introduced viewers to the product’s benefits. This visual content helped in attracting and retaining visitors, translating into increased business inquiries.

For the first six months after UBInfrastructure’s official launch, we established a strong LinkedIn presence and generated valuable business opportunities. We achieved this by writing 12 monthly posts, creating 2-3 website articles, developing content plans, designing custom graphics, and crafting LinkedIn strategies. We also held bi-weekly consultations to ensure alignment and track progress.

We at UB Infrastructure had half of an idea of what we wanted but Outgrow took our seed of half an idea and grew it into a vision and an identity. I would strongly recommend to anyone to seek the services of Outgrow and can’t thank them enough for what they have done for us.
Always there for support and advice, they were BRILLIANT.
Ross Chipperfield the managing director of UBI

Ross Chipperfield

Managing Director

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