Case Studies July 16, 2025

Improving User Engagement by +20.9% with Strategic Branding

Discover how our branding solutions boosted user engagement by 20.9% and fostered a deeper brand connection.

About Alloy

BSA’s comprehensive branding services made Alloy’s brand more distinct and engaging.

Leveraging its sophisticated AI-powered platform, Alloy helps consumer brands connect different sales, inventory, and supply chain data to enhance visibility and revenue growth. While their technology is transformative, articulating their unique brand value and differentiating themselves from the competition was key to deeper market resonance and user connection. Alloy recognized the need for a strategic branding partner to refine their identity and chose Blacksmith Agency to forge a more resonant brand.

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.

Inconsistent font usage on Alloy homepage

Inconsistent Typography and Font Weight Usage

Multiple font styles and inconsistent font weights were used across sections, giving the site an uneven visual rhythm. This inconsistency diluted the brand’s professionalism and made key messages feel disjointed rather than unified under a single design voice.

Overuse of similar colours

The color palette (mostly teal, white, and grey) lacks enough contrast to create clear visual separation between sections. For instance, CTAs, headlines, and subheadings sometimes blend into the same tonal range. Without strong visual anchors, users can’t easily distinguish key brand messages or calls to action.

Lack of Brand Differentiation

The combination of generic icons, limited imagery, and templated layouts resulted in a design that felt too similar to other SaaS and B2B platforms. The absence of distinctive, brand-driven visual elements, such as custom illustrations, expressive imagery, or unique textures, made the experience functional but forgettable.

The Solution

Brand Discovery Session

We initiated the project with in-depth brand discovery sessions with the Alloy team to distill their core value proposition. This foundational work enabled us to establish a consistent and authoritative brand voice and tone designed to resonate clearly and confidently with their corporate audience.

Distinct Visual Identity

Our creative team crafted a distinct visual identity to reflect the sophistication of Alloy’s AI platform. This included targeted logo enhancements, a modern color palette, professional typography, and custom imagery, all designed to make the brand more memorable and differentiated from its competitors.

Brand Guideline

To ensure long-term cohesion and eliminate a disjointed user experience, we created comprehensive brand guidelines for the Alloy team. We also provided strategic advice on how to integrate this new identity across their website and marketing materials for a truly unified and impactful brand presence.