Complex software. A clearer story.
A brand and website refresh that connected an established field service platform with the people who depend on it every day.
Reported results: supplied case study PDF.
Built around the people doing the work.
FieldEdge served audiences working in the field, in the office and across different trades. A complex product and a competitive software category made simple, relevant communication especially valuable. The challenge was to help visitors recognise where the platform fitted into their own working day.
Experience deserves a stronger expression.
The rebrand drew on a 40-year history and the company’s culture. It aimed to make that credibility easier to recognise, creating a more confident foundation for the website. The project connected visual identity with the substance already present in the business.
Different roles. Relevant routes.
Research informed the site strategy, audience journeys, messaging and conversion funnel. The goal was to give different visitors a useful route through a broad product offer. Explore the role-based interpretation below to see why a single undifferentiated message would be limiting.
Let the product earn its place.
Human imagery and light animation helped make the platform approachable. Published interface visuals add product context, while clearer messaging supports an understanding of the software. Design and content worked together to reduce the effort of evaluating the offer.
Make speed part of the experience.
SEO and website performance were part of the wider programme. A faster experience supports visitors who are exploring on busy schedules or different devices. The reported page speed score and load-time changes are separate performance measures, rather than the same result expressed twice.
What to take from the approach
For a similar field service software brief, this case suggests a useful starting point: connect audience needs with a clear website journey, then measure the outcome against the specific project objective. This is an editorial takeaway, not an additional reported result.
Less waiting. More opportunity.
The source reports traffic growth alongside a higher page speed score and a shorter load time shortly after launch. It does not provide a specific number of days for this window. The results are therefore shown with the original qualitative timing.
Build something people want to explore.
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