Summit is a specialist firm in customer journey registration. They help universities, conventions, conferences, and event managers register, measure and badge their visitors.
They offer a comprehensive collection of software and hardware solutions and personal (tailor-made) services. Summit asked us to help them with a new brand and website to present their many different digital products and their most recent hardware addition, the Host.
During the process we created a few main questions to help us structure our information, and keep the user & business needs in mind.
Expanding the Brand
Summit has been around for years, working to help some of the biggest clients in their respective industries gather data to increase their opportunities.
We visualized their software suite, designed a system to expand their brand, and helped them explain and communicate their offerings clearly and concisely. All in all, we helped Summit show up, communicate and behave like a grown-up brand.
Summit's software solutions vary per target audience. Meaning the same software functions function entirely differently for various audiences. And this makes it tremendously challenging to present a traditional 'product' page.
To help Summit explain its products, we shifted from 'what' to 'who' pages, focussing on the target audiences first. As a result, we designed the homepage around Summit's various audiences (education, conventions, conferences, and corporate) as we want to show them what Summit can do for them.
Every audience requires different software, and some also require custom solutions. On the audience page, Summit can present all the benefits and features previously made for that specific audience.
Summit is constantly adding new software solutions to its existing product offering, so we needed more than just a static website. We needed a system.
We used Advanced Custom Fields to allow Summit to build and expand its website when necessary. The website helps to accommodate this because it's composed of many smaller components, each belonging to specific component libraries (Product, Detail Page, News, etc.).
One of the new products of Summit is something other than software. It's hardware. A physical login booth that allows visitors to scan their tickets and badge up their entrance documents quickly.
No ticket? No problem. Feel free to sign up right on the Host. We created a page where we take the visitor through the steps right at the Host. More importantly, the Host gathers all the data and directly sends it to the Summit Dashboard software, making it insightful for the client.
Brand Positioning & Strategy