IGEL has one goal: to make the job of the IT Pro easier. But, they had too many messages, which means they really had no message. They were mainly known for their hardware, even though they have revolutionary end point management software at their fingertips. IGEL needed help repositioning themselves as a software-led company, so we redesigned their website using behavioral science to minimize the information overload and showcase brand promises
Message overload means no message gets across. How could we celebrate their simple, secure, and smart promise,
unpack their complex ideas, and humanize the brand to reposition IGEL as a software company that sells hardware, rather than the opposite?
o differentiate IGEL from their competitors and spread the word about their solutions, we utilized simple language and reduced the cognitive overload to help users actually retain what is important.
We highlighted demonstrations and testimonials to spread the news about their exciting software. When choosing brand colors, we focused on yellow and turquoise, expressing optimism & friendliness. And it worked! In the first half of 2017, software sales increased by 890%.