Vector

As part of the collaboration, we developed the new Vector Software Quality platform vector-softwarequality.com, revamped the product pages of the corporate website vector.com and created a consistent, strongly branded trade fair presence for the Consumer Electronics Show (CES), one of the world's leading technology trade fairs. Together, these projects help advance Vector's digital strategy, extend its reach and enable sustainable lead generation.

With the new web platform Vector Software Quality (SQ), Vector took on the challenge of making its highly specialised software solutions known beyond the automotive industry. While the corporate website vector.com is primarily aimed at engineers from the automotive sector, the SQ site was designed to specifically target software developers from other industries – particularly aerospace, industrial automation and other high-tech sectors.

A successful digital presence starts with deep understanding of the target audience. As no existing data basis existed, we first conducted interviews with potential customers to better understand their challenges, working methods and information needs. In parallel, we analysed which terms are used in Google search when companies look for solutions to improve software quality – for example for test automation, code analysis or compliance with quality standards. Based on these insights, we developed a targeted SEO strategy that ensured developers would encounter the SQ website already in the problem-solving phase – not only at the point of a concrete purchase decision.

Building on this, we designed the website with a user-centred information architecture and UX – strategically aligned with SEO optimisation. The goal was to develop clear, intuitive user guidance that leads software developers to the information relevant to them as quickly as possible. The content was tailored to address the target group's typical pain points while also making Vector's expertise in software quality visible.

To address new target group visually too, we developed new corporate design specifically for website and overall presence: more modern, fresher and better suited to target group, yet still in line with Vector brand identity. Adapted colour palette, new typography and reworked graphic design created appealing, industry-specific user experience.

Another important aspect was defining the tone of voice. In workshops, we developed language guidelines tailored to the needs of the new target group. While Vector's main site is highly technical and aimed at engineers in the automotive industry, the new SQ website adopts a more direct, precise and developer-friendly tone that clearly conveys Vector's expertise. While the qualitative insights from the interviews provided valuable understanding of the target group, continuously collected analytics data supplements the platform's long-term optimisation. A specially developed tracking concept ensures that all relevant key performance indicators (KPIs) are captured and systematically evaluated in collaboration with Vector. This data-driven approach makes it possible to measure the effectiveness of the landing pages and optimise their performance over the long term.

In a further project, the focus was on Vector's trade fair presence at the Consumer Electronics Show (CES) in Las Vegas. The aim was to convey a compelling and consistent brand message. As one of the world's most significant technology fairs, CES offers an ideal platform for innovative software and electronics solutions.

Our goal was to strengthen the company's presence with consistent trade fair branding. To achieve this, we developed a unified design concept for the entire trade fair presence – from physical stand elements to digital accompaniment. Based on the given key visual, a moving car with a data carpet, our creative team developed the matching design for analogue and digital touchpoints.

For the analogue presence, we designed UI designs for interactive displays, trade fair stand labelling and print materials such as brochures. At the same time, we created digital communication tools, including an accompanying landing page and LinkedIn templates, to extend the trade fair presence optimally online as well.

The result was a coherent, professional trade fair presence that created strong recognisability and visually underlined Vector's innovative strength. Through close coordination of all design elements, the design fitted seamlessly into the brand identity while at the same time setting new accents. The clear visual language and the strategic digital support ensured maximum attention and a measurably increased lead generation at CES.