Unacast is the leading location data company for companies around the world with aggregate data in over 80 countries. They use location data to help clients make smarter business decisions and build better products.
As Unacast has grown—they’re one of the fastest growing companies in the United States—their messaging has evolved. Our goal was to create a new website that would not only carry forth new messaging, but be better tailored towards their core audiences.
We went back to first principles: brand values, audience, and key questions: what they do, how they do it, and why they do it. We also looked at their brand pillars: easiest to work with, most trusted, and with unique vertical and international reach. Together, these brand attributes informed the direction we would take the brand.
We went through a complete rebrand with Ashandelle, and their team really helped bring our brand and data products to life. They’ve been an amazing creative partner, making our updated brand sparkle with detail and relevance for our customers.
Using the hexagon from the Unacast logo, we developed a 3D cityscape tile system that created a physical representation of their digital services. The visuals were designed to represent location data in a way that would cognitively be more immediately recognizable by their audiences while also visually setting them apart from their competition.
We take a ranked approach to conversion actions: what’s the primary action the user could take? What is the secondary action? Tertiary? And we build pages and sites around those conversion strategies.
2021 0.55% Conversion
2023 1.59% Conversion
2021 2.99% conversion
2023 7.9% conversion
It’s the nature of the product that, when people arrive on the Unacast website, they’re seeking out location data. The challenge then is to convince them to try Unacast’s data. We could tell them all about it but the simplest way to convince people is to let them see and play with data.
Zooming in from the wider cityscape, solutions pages kept a broader multi-hex view and focused on broad strokes applications of mobility data as well as interactive tools the help communicate the Unacast difference.
Laser focused on specific elements of Unacast solutions, the product pages were the “street-level” view showing specific datasets and methodologies. As an added bonus, these pages were developed with data scientists in mind and often employed a “dark mode” design.
Industry pages fall somewhere between the broad solutions and specific products and as such are represented by a single hex tile in the visual language and feature interactive features to better communicate how Unacast can help that specific industry.
It seems pages like About Us or Additional Resources often see the least design love when sites are built. We took these pages as an opportunity to build richness in the brand elements and continue making visual connections to Unacast’s deep content.
Of course, launching the website was only the beginning. It’s the baseline from which we’re able to collaboratively work with the Unacast team to test assumptions and refine messaging through A/B and multivariate testing. We’ve also been expanding their SEO footprint, marrying research, strategy, copywriting, and design to target specific keyword traffic, resulting in an [x] traffic lift and [top three ranking] in Google for several valuable keywords.
A fresh brand and messaging, plus a resource-packed website to connect with KungFu’s core audience.
See the Case Study →We are the in-house creative team for the startups we work with. That means that the big projects—the branding and the websites—are just the beginning.
