Brand Messaging // Supply Vision

Client Case Study

Telling a Brand Story

The power of customer-focused story and design in building a high-converting website.

Why Story?
The Challenge

The Challenge

Story. It’s the reason we can give a good book or movie hours of our undivided attention.

And yet, most visitors to the Supply Vision did not seem to have the few moments needed to take action toward doing business. Prospective clients were “bouncing” by the masses; many would make a short visit, never to return again, and others start the demo process, but never complete it.

In order to grow, Supply Vision needed to offer a clear brand story that would engage prospective customers.

Message Strategy
Want to read the story we wrote for Supply Vision?

Read it Here

The Solution

Supply Vision knew their story was important. But how do you craft a message about your business that is as compelling as a great movie? The difference between low-converting words and high-converting words on a website is one thing: a communication framework.

Writing a website without a communication framework is like making music without a melody -- it’s just noise. We needed rules to push the brand message beyond mere words, into something more.

We had the perfect framework in mind — the SB7 framework from StoryBrand.

Clarified messaging for client booth

If Supply Vision’s story contained clear plot points, it’d be both easy to understand and memorable.

Why? Because story is a sense-making device. That’s why you can recount a good movie when the key storytelling elements are there, you get sucked in and can’t help but pay attention. By filtering the brand story through the right communication framework, we laid the groundwork for a high converting brand message.

Message, Brand + Web
The Deliverables

Brand Palette Design

Logo Refresh

The Results

A clear message now serves as Supply Vision’s competitive advantage. We focused on creating a clear brand story with three key principles at it’s core:

Clarity is King
People are attracted to clarity and naturally steer away from confusion.
The Customer Has a Problem
Supply Vision was operating under the common belief that people file businesses away in their mind according to the services offered. In reality, it’s the problem you solve, the pain-point you take away, that is recalled in times of need.
The Customer (Not the Brand!) is the Hero of the Story
This was a big paradigm shift. We positioned Supply Vision as the Guide in their customer’s hero story— equipped and ready to help customers win the day.

Designed to reinforce the customer journey alongside the newly established message strategy, Supply Vision’s website has seen significant increases in lead capture and has exceeded conversion goals.

Supply Vision’s logo has been replaced as part of a 2023 partnership with with Descartes. This original, circular brand mark is no longer present in their site navigation.