Building the Senegis brand
About the company
Innovative solutions in the field of energy are one of the leading trends for the coming years. Technologies such as photovoltaics and heating foils are becoming increasingly popular not only among owners of single-family houses, but are also eagerly installed by entrepreneurs.
The company that offers such solutions is Senegis (formerly MEG SS). This is a company from the renewable energy industry whose many years of experience have allowed us to create a comprehensive offer for those who need modern, environmentally friendly heating solutions.
10,000 completed orders,
Hundreds of satisfied customers in Poland and abroad,
Dozens of ecological heating and energy systems installed.
Goals and challenges
Senegis entrusted us with building its brand from scratch – from developing a strategy through its implementation in the form of numerous projects.
As part of our cooperation, we have set goals in three areas:
Business: achieving a specific level of sales of the flagship product (heating foil) and the rest of the products in the offer.
Image: building brand recognition among customers through systematized and consistent visual identification and strategy.
Marketing: Increasing website conversions and search engine positioning. Obtaining a certain number of leads from active online activities through social media campaigns.
Strategic activities
The key point determining our actions and next steps was the creation of a comprehensive marketing strategy that was adequate to the needs of the company and the market.
Before proceeding with further activities, we started work with the analytical part, in which we carried out:
Competition communication audit – a document containing necessary information about the competition’s communication.
SWOT analysis – an essential tool to determine the four areas of the brand’s operation: its advantages, weaknesses, threats and opportunities in relation to the market and competition.
Based on the above activities and workshops with the client, we developed goals according to the S.M.A.R.T methodology, which became a guide for further strategic activities.
Brand positioning axis
Marketing Mix Attributes
Segmentation of customer types
Customer Journey Map
Protopersons
Competitive advantages
However, this was not the end of our activities. The marketing strategy for the Senegis brand also includes full support for further activities, which is what characterizes the comprehensive work of JAAQOB HOLDING®. The developed guidelines for the communication strategy and the marketing action plan are a clear and coherent guide to the next steps.
Naming
As a result of strategic work and analysis of the competitive environment, the JAAQOB HOLDING® team noticed that a necessary element for the development of the project is to change the company name.
The following factors influenced the creation of the new naming:
- no market associations with the name MEGSS,
- complicated in everyday use, an extension of the abbreviation MEG Simple Solutions.
When working on the new name, our team focused on making it simple, consistent and referring to the modern technologies offered by the company.
This is how Senegis was created. An abstract name that, thanks to starting and ending with the same letter – “S”, is exceptionally sonorous, coherent and easy to remember. Additionally, it looks great on sales and visual materials.
Logo
Along with the process of building the brand anew, the JAAQOB HOLDING® team created a modern logo for the company with the entire brand book. The document was based on a previously conducted visual communication audit, which identified significant challenges in the company’s current visual communication.
After
The new logo reflects the modern and comprehensive character of the Senegis brand. It departs from the outdated style, giving the brand lightness and innovation. At the same time, the simple structure of the sign is consistent with the image of a trusted supplier of renewable energy solutions. Moreover, thanks to this, the logo looks great in various formats.
The new logo meets the above features, relying on a strong and geometric typeface representing the brand name. The navy blue color used in typography is a symbol of experience and professionalism. The signet we use is inspired by the connections between photovoltaic panels.
The Book of Mark
Another element of the brand book prepared by JAAQOB HOLDING® is colors and typography. The visual identification of Senegis, just like the logo, is dominated by two colors – navy blue and yellow.
Navy blue is a symbol of professionalism, experience, but also trust and elegance. These values perfectly reflect the brand’s DNA and its values. The color yellow, used alternately with navy blue, is a symbol of sunlight which, thanks to photovoltaic panels, powers the homes and companies of the brand’s customers.
The recommended font that works both communicatively and visually is the sans-serif Montserrat font. It is modern and simple – so it is easy to implement in promotional materials and reflects the character of the brand.
Job printing
Website
The next area of the project was a new website with an online store. The challenge in this area was to organize information on the website and attractively present the company’s offer together with the e-shop.
To meet these expectations, we used a number of the best website design tools and techniques. Thanks to them, we were able to precisely design the user interface, adapting it to the unique needs of the Senegis brand.
UX audit and analysis of applications,
Development and preparation of functional UX mockups,
Development of the UI design of the home page,
Development of a set of views in the form of a UI graphic design,
Implementation of the finished project and preparation of the project from the programming side.
As a result of the analysis of the company’s website and a comprehensive UX audit, we focused on three areas in the design of the new website:
- Improving and implementing functionalities tailored to user needs,
- Preparing the correct information architecture,
- Presenting content in a visually attractive way for the recipient.
We approached this implementation comprehensively, using the advanced Design Thinking methodology in designing. The Design Thinking methodology was the key to understanding the deeper needs and challenges facing the Senegis brand and its recipients. Thanks to the use of the method and close cooperation with the Senegis team, we managed to create a website that is not only aesthetic and innovative, but also adapted to the real needs and expectations of users and the Senegis company itself.
Functional UX mockups
Desktop UI design
Mobile UI project
Content marketing
The next step in the project was to prepare professional texts for the new website of the Senegis brand. Their main goal was to present the company’s offer in an attractive and easy-to-understand way, and to adapt the style to the target group. Content marketing of the website was based on a previously developed brand communication strategy. Thanks to this, the content created was carefully designed in terms of strategic and business goals and in accordance with the best principles of marketing communication – including, among others: the AIDCA model or the language of customer benefits.
Content marketing included the development of, among others: content:
- home page and product categories,
- “about us” subpage presenting the company’s mission, vision and values,
- “cooperation” subpages,
- FAQ – answers to frequently asked questions,
- attractive functional slogans placed in headers, headlines and graphic descriptions.
The developed content met not only communication goals, but also marketing and sales goals. Additionally, SEO practices were used as part of content marketing activities, affecting the organic positioning of content in the search engine. Thanks to the combination of the AIDCA model and SEO tools, the Senegis website is not only attractive and consistent for the user, but also more visible in search results.
Actions and effects
Marketing strategyThanks to the new marketing strategy, the Senegis brand can effectively strengthen its position as an expert in a highly competitive industry. Our analysis, workshops and subsequent adaptation of tools that will respond to the needs of the company, its customers and market requirements are the key to achieving goals – both business, communication and image. A marketing strategy is a plan that offers a clear path to gaining a competitive advantage.
Visual identification and brand bookConsistent and attractive visual identification is a new chapter in the company’s development. Thanks to the new logo and the use of elements appropriate to the company’s philosophy, Senegis can successfully build its position on the market as a professional brand open to customer needs.
WebsiteA functional, intuitive website that meets marketing and sales goals. This is what the Senegis brand has gained in cooperation with our experts. It is not only an attractive showcase of the brand itself, but also a fully functioning online store based on the CMS system, where customers have easy access to purchase the company’s products.
Content marketingAttractive marketing and sales content combined with positioning and presenting the offer adequately to the recipients’ needs – this is the key to effective relationships with current and future customers. Thanks to the cooperation, the Senegis brand has gained professional content that builds and strengthens its image as an expert.
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