Rebranding ValueLabs
Rebranding ValueLabs
As a pioneer in the IT services domain, ValueLabs has a grown from a three-member team to a company with 6000+ employees with more than 150 clients across 30 locations worldwide and with an industry leading NPS of 80. While reimagining the logo and website, ValueLabs wanted to ensure that the experience is simpler for the primary stakeholders – clients and employees (both current and prospective). The new identity was expected to not only reflect the foundational values that the company was started with but also position it as a leading global technology company. This required that the website have a modern, sophisticated look with an easy interface with its users who are clients, prospective clients, employees and job seekers. With this rebranding, ValueLabs was looking to get more relevant to its stakeholders while articulating and communicating its values, offerings and opportunities through the new identity.
A comprehensive and an elaborate design process was followed in order to reimagine the identity for ValueLabs. The entire exercise had a strong research background. This included numerous interviews, workshops, and mapping to create the elements.
It started with creating a logo which was the essence of branding followed by an effective form, function, behavior, and content to get to the website. It was analysed from various perspectives - as an information provider, a tool, a touchpoint in a service, a container, an experience center to name a few. Various strategies were employed to make sure that every designer is in the same plane of imagination and the experience is consistent throughout.
The website is unique as each element was scrupulously worked upon. From decluttering and making it relevant to a representation that is viscerally positive. The refreshed identity was aimed to be fresh, bold and highly approachable. To ensure that the change is welcomed, the organization was sensitized to each element over a period of 21 days culminating with an immersive exhibition on the day of the launch.
The primary users for the website are prospective clients and job seekers. ValueLabs wanted to ensure its proposition is communicated clearly and the experience is simple and seamless.
The goals were:
• For employees and clients - to ensure a feeling of pride while associated with the brand.
• For prospective clients – to impart clarity of propositions and the trust to partner for business.
• For job seekers - to remove the frustration in the journey of applying, by appropriate search, tracking and guiding principles to make it easy and human-friendly
Website Elements
One of the challenges that ValueLabs had always has was the number of organic leads from the website. With the increased relevance of website content, the organic leads is +95% (year on year). The improved website metrics prove that this customer experience is better with a 20% reduction in bounce rate with increase in time spent by 24%.
With its updated design, the pages now hold information on all service offerings in a concise manner. This is echoed with the improved website metrics which show + 57% page views and total new users at a +71% vs. the previous version of the website. The avg. time spent on is +24% (1.47 seconds).
Credits
Kadambari Sahu, Chandrashekhar K, Akshay And Archana Patil
My role: Logo, Branding guidelines, Style guide for collaterals and space, Launch strategies & exhibition, website design and execution.