Marketing
Rebranding Ubity
Company
Ubity
Duration
18 months
Year
2015 - 2017
The brief
Ubity is a company providing telephony solutions to small and medium-sized enterprises and currently one of the top 10 players in Canada.
During my first 2 years working at Ubity, I've got the chance to work on a rebranding that would successfully position the company as a leader in the telecommunication industry. The following case study presents my role in leading this rebranding.
In July 2019, Ubity has been acquired by Telus, one of the three largest telecom providers in Canada.
My role
- Design strategy
- User experience design (UX)
- User interface design (UI)
Team
- Victor Bruzeau (UX/UI designer)
- Camille Beaudoin (Graphic designer)
- Edward Rudakov (Developer)
Research
Upon arriving at Ubity, I started mapping all the existing touchpoints on a customer interaction map: it clearly showed that crucial marketing elements were either missing or needed to be updated.
After presenting the findings to the management team, It was decided that our rebranding efforts should be primarily focused on digital communication touchpoints: rebuild our website, blog and documentation website.
Challenge
Besides improving brand recognition, the real challenge of this rebranding was to quickly help our sales team generate more revenue by converting more prospects into customers.
Solution
Within 18 months, our team rebuilt the website, blog and support site from the ground up.
Did you know?
According to Google, It takes about 50 milliseconds (ms) for users to form an opinion about your website that determines whether they’ll stay or leave. It means you often have only one opportunity to make a lasting impression!
Moving forward
Besides rebranding our digital communications, many other marketing collaterals were developed. Maintaining visual consistency across all those marketing elements was a critical part to maintain the user experience and a cohesive branding.
Conclusion
Revamping the Ubity brand from the ground up took our team approximately 18 months. Our 2 primary goals were achieved:
- We improved the brand perception of Ubity to position it as a leader in the telecommunication industry.
- We reduced the time needed to generate new leads for the sales team.
Key statistics
- According to the survey we ran in 2017, 2018 and 2019, 90% of our customers are satisfied with the way we communicate.
- Website visitors between 2015 and 2017 increased by 35% averaging 3,500 visitors monthly.