Arlo is a world leading Software-as-a-Service (SaaS) platform for training service providers. The New Zealand company began life 10 years ago with the mission to create an easier way to train businesses, providing them with the tools and information they needed.
We helped rename their brand several years ago and were now asked to drive a digitally-led brand and product repositioning exercise to prepare for their expansion into the United Kingdom.
We helped shift Arlo from selling software features to highlighting the customers’ emotional state after Arlo solves their problems – a bold positioning for an enterprise-focussed SaaS provider. This direction was informed by the insight that most purchasing customers followed the recommendations of their training administrators – the users of the system - and the site needed to speak to them.
To complete the personal touch, we commissioned hand-drawn iconography which was used throughout the site to clearly label and categorise the product benefits as opposed to product features.
We broke Arlo’s brand messaging up into simple and memorable phrases using striking colour, typography and iconography.
Even more bold was the embrace of a cliched and purposefully cheesy comic book aesthetic, with references to the infamous ‘kapow’ and ‘bammo’ of the classic 1960s Batman TV series and its ilk. This aesthetic differentiates them completely from all other players in their sector and boldly proclaims Arlo as different.
Customer reaction has been swift and absolute – website users love the new design and inbound sales leads have tripled since launch. A tangible reminder that sometimes ‘bad’ design delivers the best results.
“NV quickly understood that we didn’t want a generic tech website – we wanted to be bold and stand out. As we weaved our way through the creative process, we grew to trust their advice and wisdom, and were impressed with their focus to hit deliverables – on time and on budget. Arlo is now a global leader in training management software – a big thanks to the NV team for helping us get there!”