My Role in This Project

The Infotonics Technology Center was having trouble selling their services because many of their prospects did not understand what they offered. The goal of this project was to encourage staff, clients, and prospects to refer to the company as “ITC” and to transition away from the word “Infotonics” (a moniker they’d created but never defined very well, and that confused many). I led an effort to reorganize, redesign, and rebuild their website. I also conducted a simple competitive brand analysis, the results of which included some radical changes to the corporate logo, color palette, and positioning line. We also dropped their primary url of “infotonics.org” in favor of “itcmems.com” which made much more sense to their business community.

Collaborators

• Co-Designer: Scott Wolf
• Agency: Martino Flynn