New website for a global niche
New website helps OxyGuard secure fish farmers night sleep
New website helps OxyGuard secure fish farmers night sleep
OxyGuard started with a global niche, and as CEO Paw Petersen likes to say, they sell trust, so fish farmers can sleep peacefully at night.
OxyGuard is the world’s leading company in water quality measurement, monitoring and control within aquaculture. As the first in the world, they introduced hand-held oxygen meters to aquaculture, and quickly became known for their exceptional and durable quality, and that even the smallest fish farmers could afford the device.
Since then, the aquaculture sector has grown from small manually operated fish farms to a global industry. OxyGuard continues to deliver state-of-the-art equipment that meets the new and changing needs of the sector. While their primary focus is on aquaculture, other industries have also discovered their products and equipment, including nuclear power plants, the military, environmental science, and on one occasion, even NASA.
OxyGuard has an innovative and flat structure – with 2 out of 5 employees placed in R&D, there is a strong focus on innovation.Â
New corporate website to handle customer inquiries and support the sales process
New corporate website built in Umbraco
Implementation of a inbound marketing strategy and new visual identity
Iternum helped with:
Branding, Leadgeneration
CRM, Design Manual, E-mail Marketing, Inbound Marketing, Logo, Marketing Automation, Strategy, Visual Identity, Web Design, Website
Hubspot, Umbraco
We are a small company that has taken on the global market
To attract new customers, OxyGuard have typically been present at trade fairs worldwide, but the increasing market development has created a whole new need to be more digitally present.
At the same time, OxyGuard had a wish to understand their core customers better to produce more targeted communication.
OxyGuard primarily needed a new website, but also an inbound marketing strategy for their marketing, sales, and service. They needed to remain customer-oriented and develop interesting and relevant content to attract new customers and nurture their existing ones.
To help OxyGuard, we laid out a strategy and set goals. This resulted in the development of buyer personas and their customer journey, providing a foundation for the customer’s decision-making process and thereby developing content for the website.
OxyGuard’s buyer personas ranged widely – from small fish farmers in Ghana to fish masters at large facilities in Norway. Investors, system builders, installers, IT managers, and dealers were also naturally defined, and through inspiration from many other industries, we were able to map their individual needs.
During the process, it became clear that the new website should focus equally on products and good customer service. OxyGuard has a huge responsibility to ensure their customers can get in touch within 24 hours, as a defective oxygen device can be crucial when working with live animals. Large quantities of fish can die if something goes wrong – and it is also a very costly affair for the farmers if the fish do not get the right amount of oxygen. Therefore, we worked with many entrances to the website’s content, depending on the different buyer personas and their needs.
OxyGuard also wanted to change their visual identity, so we designed their new logo and changed their fonts, which we finally compiled in a design manual.
We have also helped with the selection of their CRM and Marketing Automation platform, as well as the subsequent implementation of HubSpot.
Logo
The first logo was the original OxyGuard logo, and in our opinion it could be usefully simplified and streamlined. The challenge in doing so was that OxyGuard, as the market leader, is exposed to a number of attempts to copy everything from products and technology to name and logo. To prevent this, both the name and logo are protected by design, and there were therefore a number of visual landmarks that had to be preserved.
The new logo got rounder letters, and a large version of the circular O is used as a visual element, e.g. on the website and in brochures, where it may lead the thought to an air bubble. The original detailed figure, which was a drawing of a measuring probe, now appears as a far less complex graphic form, and becomes easier to use in a smaller size on print and screen and in a large size on e.g. extruded signs. It is possible to use a very large version of the figure or a section of it together with the logo.
TypographyÂ
Filson Pro is the new corporate font for display, which i.a. i.e. for bigger headlines. The Bold cut is primarily used here. The font has some of the same characteristics found in the letters we have drawn for the new logo, and then it has some details, such as the slightly handsome curves on the letters f, j, k and t, which help to give it a friendly expression.
The collaboration between us and OxyGuard has been a great success, and we are now developing websites for their two sister companies, Water and Cobaliá, with the same setup.
Besides having a technical solution that could handle the entire customer journey, OxyGuard achieved a greater internal customer understanding and a common reference framework across marketing, sales, and customer support. The company’s visual identity has been elevated, so OxyGuard appears as the market leader they truly are – on a global scale.
Are you interested in seeing how we can help your business grow digitally? Send us your information, and we’ll contact you for a non-committal conversation.
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