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Blacksmith is a full service digital marketing agency, acting as a single, strategic partner for your brand's entire digital presence. Our integrated approach ensures your web design, SEO, content, and advertising all work in perfect harmony, driven by a single, powerful strategy.

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Voss Water Web Design Case Study

Explore this Web design case study. Discover how Blacksmith transformed VOSS Water’s digital presence, boosting total users by 60%

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Case Studies

July 31, 2025

+208% Increase in Web Traffic After Digital Rebrand

Branding, Manufacturing

Industrial leader AW-Lake had a fragmented brand identity that failed to communicate its expertise, leading to low user engagement and poor customer loyalty. A comprehensive rebranding initiative focused on creating a cohesive brand story and a modern visual identity resulted in a 262% surge in average session duration, a 17.44% increase in returning users, and a 45% increase in new customer inquiries.

About AW-Lake

With branding, BSA improved the reliability, performance, and uptime of AW-Lake

AW-Lake provides innovative flow measurement solutions and is a trusted partner to a wide range of industrial clients. To stand out in the competitive global manufacturing market, they required a powerful and cohesive brand identity that could clearly communicate their expertise, comprehensive value, and customer-centric approach.

Services Delivered

To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.

Brand Strategy

Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?

Visual Identity Design

This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.

UI/UX Design

We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.

A Fragmented Brand Story

AW-Lake’s brand identity felt fragmented and failed to tell a clear story about who they were or what made them the best choice for industrial flow measurement. Their messaging did not consistently highlight their key differentiators, causing their value proposition to get lost.

Outdated Visual Identity

The existing visual identity did not align with their status as a cutting-edge technology manufacturer. The outdated look and feel failed to build credibility or project the image of a modern, innovative industry leader.

Low User Engagement and Loyalty

The combination of a confusing story and an outdated look resulted in low user engagement. It was challenging to establish the brand loyalty necessary to encourage repeat visits from busy engineers and procurement specialists.

The Solution

A Strategic Messaging Framework

Our process began with in-depth discovery sessions to define a core brand message and values. We then developed a strategic brand platform and messaging framework to ensure their unique value proposition was communicated clearly and consistently.

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A Modern Visual Identity

We designed a modern and authoritative visual identity system, including a new logo, color palette, and typography. This new aesthetic was created to accurately reflect their technological expertise and build trust with a sophisticated B2B audience.

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Cohesive Brand Rollout

To ensure consistency across all touchpoints, we guided the strategic rollout of the new brand across their digital and physical assets. This was supported by comprehensive brand guidelines to empower the AW-Lake team to maintain brand cohesion long-term.