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The EdTech platform bulb struggled with low brand recall and was not building a loyal audience through search. A brand-focused SEO strategy grew direct, name-brand traffic by 22.6% and increased the rate of returning users by 25.6%, proving a significant lift in brand awareness.
About bulb digital portfolios
Blacksmith’s comprehensive branding services made bulb’s brand more distinct and engaging.
bulb is a cutting-edge digital portfolio platform designed for students and educators. As an innovative EdTech company, their goal is not only to be discovered by new users but also to build a trusted brand that educators remember and return to as a go-to resource in their field.
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.
The Challenge
An Inconsistent Visual Identity
The homepage used a jarring mix of different illustration styles (outlined vs. colored), conflicting color tones, and varying text treatments. This inconsistency was a major pain point as it created a fragmented user experience, weakened brand recognition, and failed to build a cohesive brand feel.
Weak Hierarchy and Visual Flow
The page’s design failed to guide the user’s eye to the most important information. Critical value propositions were presented in small, visually indistinct blocks that resulted in the brand’s core promises getting lost, preventing users from quickly understanding what set the product apart.
A Generic Brand Expression
The final problem was a visual language that felt generic and failed to stand out. The combination of stock-style illustrations, default typography, and minimal color expression made the brand feel indistinguishable from competitors.
The Solution
A Differentiated Brand Identity
Our solution was to develop a new brand identity. We developed a refined color palettevand created a system of unique graphic elements. This transformed their disjointed pages into a single, immersive brand story that feels premium and intentional from the first click.
A Simplified Layout with Elegant Typography
To fix the generic and unprofessional feel, we deployed a new, professional typographic system. We selected a font family that was both elegant and highly legible, thereby enhancing the overall aesthetic and giving the brand a more premium feel. This solution not only improved readability but also helped establish a more sophisticated and consistent brand voice.
Clean Messaging with Visual Hierarchy
We implemented a strong visual hierarchy to guide the user’s attention. We used strategic sizing, color, and placement to ensure that the most critical value propositions were the first things users saw. We also fixed the messaging, rewriting it to be clear, concise, and benefit-driven.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
22.6%
Growth in New Users from Direct Traffic
25.6%
Increase in Website Return Visitor Rate
33.5%
Increase in Impressions Growth
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