The Road to a Rebrand

Last week we detailed some of the exciting changes going on here at UNEX. Over the past couple of weeks we have unveiled our brand new website and begun to roll out our new brand as the pickability people, or Pickologists. We couldn’t be more excited about this new chapter in our history.

We had our initial meeting with the brand strategist well over a year ago. We walked out of that meeting energized, excited and ready to take on the world. We knew exactly who we wanted to be. We had a strong message, a clear goal and the product portfolio to back up our new solutions-based focus and our standing as the industry’s pickability experts.

But as they say, Rome wasn’t built in a day. We had a year of long hours, extensive research and a complete philosophical overhaul to contend with to get to today. But we had our vision.

To make that vision a reality, the very first thing we did was begin work on a new website. In today’s day and age, a strong web presence is no longer an option. It’s a necessity. And we weren’t satisfied with our webpage.

But for a website to be effective, it requires more than just some fancy graphics and a new color scheme. We sat down, as an organization, and looked at all of our customers. From there, we created a persona matrix that represented each group of our customers, from material handling distributors to end-users and everything in between. And during every step of our website design we asked ourselves, “Does this address each customer’s needs?” And if it didn’t, well then we had to figure out a solution that did.

The next thing we did was gather an internal content development team comprised of employees from every department of the company. We asked each department what their customers most frequently encounter in their day-to-day jobs and how we could make the website accessible to them.

Throughout this entire process, accessibility was a word we kept coming back to. Our long-time customers may know exactly what product works best for their solution and can easily navigate to find that product. But we also had to consider the web traffic that came in from search engines, or referrals. If they land on our homepage and find simply a list of products, it might not be immediately clear how those products can solve your challenge. And the new UNEX is all about solving challenges.

So in the spirit of problem solving, we implemented a user-friendly, easy to navigate menu of options. Have a specific solution in mind? Our solutions tab gives you an array of options to choose from. Not sure exactly where to start? Click on the Industries tab and find the industry that you serve. From there, discover how UNEX has helped serve your industry in the past and what solutions may be best for you. We understand that there is no “one size fits all” fix to your challenges and that is why we strive to diagnose your problems and solve them.

A lot of effort went into building our new website and it is a testament to the hard work of our staff here at UNEX. We encourage you to explore the website and let us know what you think!