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23.2% Growth in New Users from Direct Traffic
JSI’s digital presence was fragmented and visually outdated. A strategic brand refresh unified their platforms and established clear design guidelines, resulting in a modern identity that drove a 23.2% increase in direct traffic and increased returning users by 8.4%.
About JSI
Blacksmith’s comprehensive branding services made JSI’s brand more distinct and engaging.
JSI is a premier provider of broadband and compliance solutions, serving over 800 clients across the telecommunications sector. However, their digital presence was disjointed, with disparate platforms and an outdated visual style that failed to reflect their technical sophistication. JSI needed a comprehensive brand refresh, one that would consolidate their digital footprint into a single, cohesive experience and provide a clear set of guidelines to ensure their message remained distinct and consistent.
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
Brand Dilution from Visual Overload
The mobile experience is crowded with competing elements like ads, badges, mixed typography, and UI components, leaving little visual space for the brand to lead. This overload weakens brand clarity and makes the identity feel secondary rather than authoritative.
Inconsistent Visual Language
Content blocks lack a unified visual system, with inconsistent typography, image treatments, and spacing from one section to the next. This fragmentation prevents the brand from feeling cohesive and reduces recognition across the mobile experience.
Weak Brand Authority Signals
Despite the volume of content, the page offers minimal visual cues that communicate credibility or expertise. On mobile, this absence of authority signals causes the brand to feel more like a content aggregator than a trusted industry voice.
The Solution
A Human-Centric Visual Identity
We implemented a human-centric identity that prioritizes clarity, empathy, and trust on mobile. The interface was simplified to reduce cognitive load, allowing key brand elements like typography, color, and spacing to guide the experience
Simplified Brand Messaging and Storytelling
We shifted the brand story to focus on outcomes. Our team also deployed a clear visual hierarchy with bold headlines and concise copy, making the value proposition instantly understandable for any audience.
Unified Design System for Brand Consistency
We developed a comprehensive brand guideline and design system to ensure coherence across all channels. This included standardized typography, iconography, and UI elements. This solution ensured the brand experience was seamless, regardless of how the user interacted with the brand.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
8.4%
Increase in Returning Users
23.2%
New Users From Direct Traffic
0.78
Increase in Engaged Sessions Per User
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