Black Line IT
Industry: Technology
Design and Development
Black Line is a custom network, software, and digital marketing service provider located in the Chicagoland area. They focus on providing gold-standard custom solutions to small to mid sized businesses across every industry.
Objectives
Improve load times, overall performance and on-page content strategy to boost search rankings
Improve overall aesthetic for a more engaging brand story
Implement a fully functional software demo
Introduce brand story
Showcase capabilities across departments
Phase 1: Prototyping
Black Line’s website didn’t live up to the high standard of services they provide their customers - it became text heavy and strayed away from a user-centric design. The lack of optimization also significantly brought down page speeds. They needed a new strategic digital marketing plan including a website with a more engaging look and feel, SEO, and a significantly improved user experience across all devices.
The focus for this project was to deliver a website that was strongly focused on the user experience, while building a human connection with the visitor. An important focus was placed on creating an ‘about’ page that showcased the story and the team behind the brand.
Phase 2: Style Concepts
With over 25 years of industry experience, Black Line had a very strong foundation in terms of their brand identity. While their old website reflected some of these elements, the new website pulled together each of the components that made the brand stand apart.
The new website introduced a design that revolves around the brand’s backbone - their moonshot initiative. Higher quality images and icons were also introduced to increase visual storytelling.
Phase 3: Bringing it all together
The new Black Line website is a clean, modern user experience that reflects their brand values. The service pages, including the software demo, provide a much more accessible overview of their work and capabilities. The addition of a careers page and content targeting also allows them to attract potential candidates to join their award-winning team.
Read more here: Black Line IT: We Have a Brand New Website!
