A Scaleable Design & Website System
Client Introduction
Cars are computers ➡️ computers generate data ➡️ data is valuable
Modern vehicles are computers on wheels, full of sensors, loaded with software, and, crucially, equipped with a modem which enables vehicles to connect to the internet without an aftermarket device.
Also like computers, cars generate a lot of data. Think about the amount of data from just one trip. Start location, stop location, time of day, speed, fuel efficiency, g-force around turns – these are just a few of the parameters that cars know about themselves.
This data is very valuable! If you as the car owner could tap into these data feeds, you'd be tapping into everything that the car understands about itself, and you could do some cool stuff: find lost vehicles, schedule maintenance at the right times, replace vehicles at the right time, reduce idling, minimize fuel costs, have proactive conversations with risky drivers, pay less for insurance, optimize routes, tell customers when to expect service, monitor the remote charging of electric vehicles, calculate holistic cost-to-serve and cost-to-sell, reduce insurance costs, re-market vehicles more effectively – the list goes on but I’ll stop here.
Motorq has set out to harness that data and turn it into valuable business insights for organizations that manage fleets of vehicles. Working directly with original equipment manufactures like Ford and Toyota, Motorq ingests and normalizes vehicle data and delivers it to their users.
Problem
Motorq's rapid growth and user adoption in their space required a brand and website that reflected the organization's expertise and fostered trust with its enterprise prospects. Their existing brand identity was not cohesive, with imagery for the technical and marketing content on their blog sourced through stock illustrations that did not match the website or each other, and web page designs created by a mixture of internal and external designers without an overarching design system to guide them.
In addition, development updates to their Wordpress website took too long to implement, and the editing experience of the CMS did not meet the expectations of the organization. The website had passed through the hands of several developers and was unwieldy to keep up-to-date.
Solution
Transom delivered solutions for Motorq on two fronts. We created a comprehensive brand system that includes bespoke illustration elements like cars, trees, and abstractions of Motorq's user interfaces that can be combined to tell the complex stories that Motorq's products solve for businesses. An office building, two different electric vehicles and a user interface abstraction accompanies a blog post about the electric vehicle insights that every manager of an EV fleet should have at their fingertips. These design components are codified in a Figma asset library, which we publish to the client's Figma instance, empowering their marketing team to create and iterate on assets with the speed they require, while keeping enough guardrails in place to maintain consistency across the brand.
We also migrated their website to the headless CMS Sanity, enabling a seamless editing experience for content managers, faster page load times for website visitors, and an improved development workflow for faster turnarounds of website changes. The new CMS empowers their internal team to create and publish content for current users and prospects that positions Motorq as established experts in their space.
View the live project
Impact & Outcomes
My role in this project was Account Manager or Engagement Manager. Over the course of the two years when these incremental changes were taking place, I acted as an extension of the client's marketing team, advocating for their needs and identifying pain that our agency could solve. I brought the client solutions and was the first point of contact if things were going sideways.
It was not always smooth sailing. But over the course of two years the engagement grew by 150% as Transom became the organization's go-to resource for brand, design, messaging, and front end development requests.
In the client's words:
Transom created a visual brand for us that truly tells our story. They set up a creative storytelling process that is scalable for our team, and they design brand assets for complex topics seamlessly while being a constant technical resource for us, too. They’ve elevated everything from our website, to our email campaigns, advertising, and printed items so we can reach our most important customers in a way that we are proud of.