How we rebranded an established green-tech company and kicked up their online marketing
In 2010, when we created a website for the new company Kořenovky, dealing with ecological water purification, its field was still in its infancy. Today, however, the situation is completely different. Constructed wetlands became an established alternative, new competitors emerged on the market, and other related products, especially swimming pools, began to gain popularity. The owner of the company, Michal Šperling, therefore began to think how to deal with the new situation.
And that's how the new challenge for Pospolu began. We gradually helped Michal and his team to clarify their priorities in marketing, communication and company processes, took their visual communication to a new level, and created a new website, which is a key and very effective driver of the company's business process.
A company designing and developing constructed wetlands, swimming ponds, natural pools, swimming pools, as well as wetland roofs, facades and flower beds.
Strategy
The first step on the way to new Kořenovky was the identification of current needs for product communication and communication to new customer groups. However, during a series of workshops with the Kořenovek team, we did not stay only at this level, but our joint thinking led us to redefining the company's vision and long-term strategy.
The short-term and long-term strategic plan of Kořenovky was created. We identified target groups and their profiles to better understand their behavior. We named the current products and created a roadmap for new product launches. We have also prepared a business process life cycle for each product. All these activities later served us to create a new concept of communication and to design the content structure of the website.
Visual identity
Kořenovky have matured, so it was necessary to reflect this change visually. But at the same time, it was necessary to preserve their playfulness, which lies in the DNA of the company and the entire team. The challenge was also the need to create a larger space for photographic documentation of the projects, because Kořenovky and swimming ponds are not only useful and ecological, but also beautiful.
Original identity
Original identity
A new identity
The web and its role
Kořenovky website has played a vital role in the customer's purchase decision since the company was founded. It is the place through which 90% of inquiries take place and is therefore the main marketing tool of the company. To make this tool work really effectively, we've set up new business processes and metrics that show how those processes are working. And they work really well. The number of inquiries over the last year has been continuously increasing while keeping the cost per inquiry low and at some times the campaign had to be muted to process all the enquiries.
The website was implemented on top of the Webflow platform, which makes it very easy to extend it with new elements without the involvement of programmers.
