PROJECT TYPE
Stage
Deliverables
Brand, Web, Positioning
Introduction
Arlula have built defence grade earth observation infrastructure, trusted by some of the world's most critical organisations. Governments, intelligence agencies and businesses using satellites to operate their daily operations.
Their website was hard to understand, impossible to take seriously and actively undermining the conversations their sales teams were trying to have. Enterprise buyers were coming on to calls still confused at what they could actually deliver.
When they came to me, they were preparing to launch "Geostack", their modular infrastructure system for earth observation, made up of eight distinct modules.
The visual identity and site needed to work harder and get buyers qualified before a call ever took place.
The first challenge was clarity. Arlula's architecture is genuinely complex. Each module has it's own use case, each needing to be understood individually but also as part of a whole.
I created a distinct visual identity and animation system for each module, giving Arlula the tools to sell them seperately, build collateral around them and help buyers navigate them without feeling overwhelmed.
On top of that, I wrote the copy for Arlula by going deep enough into satellite data to write credibly and translate it into user friendly copy that worked for users at all levels of understanding.
When brand finally matches ambition, things move.
The new site repositioned Arlula entirely; premium, precise and built to pre-qualify enterprise buyers before they ever got on a call.
Throughout, the architecture answered real use cases and diverted customers to pages built for their specific needs. The design works to signal Arlula as a serious, trustworthy business, not a startup still finding its footing.
Shortly after launch, an oversubscribed raise followed.
One of the early visual directions didn't make the final cut - but it's one of my favourite parts of the project, so I wanted to show it. Built around the concept of a crane, seeing operations from above.
Unused direction for Arlula
TESTIMONIAL
"Dan helped us sharpen our brief and bring our vision to life. He was able to distill complex concepts into a website that communicates our products clearly. He was very collaborative and genuinely invested in getting things right."
Arran Salerno
Co-founder, Arlula
