Case Studies September 5, 2025

Driving a 26.5% Growth in Direct Traffic

Blue Fin Group’s generic brand identity failed to convey its unique expertise, resulting in low brand recall. A strategic rebrand focused on differentiation and an authoritative brand voice increased direct traffic by 26.45%, establishing a more trustworthy market presence.

About Blue Fin Group

Blacksmith’s comprehensive branding services made BFG’s brand more distinct and engaging.

Blue Fin Group is a leading support services partner for the pharmaceutical and life sciences industries. Their website is an important portal for clinicians, researchers, and partners to access complex service information, review data, and engage with a brand built on scientific integrity and trust.

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?

Creative Branding

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.

Generic Brand Identity

The website’s hero section, which used impersonal stock photography and a generic blue color overlay. In the competitive life sciences sector, this lack of visual differentiation was a major pain point, as it created a weak first impression and undermined the company’s position as a premium, authoritative partner.

A Weak Brand Voice

Beyond the visuals, the website’s copy was a significant problem. Long stretches of generic text could have been pulled from any competitor’s site, showing a clear lack of a distinct brand voice. For a sophisticated scientific audience, this uninspired brand messaging failed to communicate their deep expertise and did not build the authority needed to foster trust.

graphical user interface, text, application

Weak Calls-to-Action

The calls-to-action (CTAs) were styled as generic buttons or plain text links and were disconnected from the core brand identity and felt like an afterthought. Furthermore, the use of generic copy like “View Our Work” failed to capture the brand’s unique voice or inspire action.

The Solution

A Differentiated Brand Identity

Our solution was to develop a new brand identity that visually communicated their precision and expertise. We implemented a modern logo design, a unique color palette, and professional typography and used them prominently on the homepage to create a distinct and trustworthy first impression.

A Simplified Layout Focused on Clarity

We introduced ample white space in our design to give the content room to breathe and established a strong visual hierarchy using a structured grid system. This new, clean design guides the user’s eye to the most important information, making the brand’s value proposition easy to understand.

Authentic Visual Identity to Create Connection

We blended professional custom photography with carefully art-directed images and custom-branded illustrations. This new visual approach tells a compelling brand story, builds an emotional connection, and establishes a level of authenticity that generic photos simply cannot match.