Squair
Brand & responsive website launch
Squair is an IoT startup focused on offering SaaS/PaaS solutions to business clients (B2B). They hired me when the company was going through changes in order to expand and attract new clients and investment rounds. My work therefore included not only redesigning the company’s brand identity, but also a responsive website, design system and product dashboards.
Year
FEB 2022 - DEC 2022 (11 months)
Modality
Team (12 people in total, including designers and developers).
Context
I was hired as a Product Designer in Squair.
Tools leveraged
Companies Involved
Venturing into the Unknown
Squair is an IoT startup focused on offering SaaS/PaaS solutions to business clients (B2B). Their service include installing sensors in the client’s spaces to track different types of data, such as water consumption, energy consumption, temperature and others. The data collected by the sensors are sent and organized in dashboards, to provide consumption insights, identify problems and help clients to save money.
2 years in business
5 different services provided
SaaS/PaaS solutions to B2B clients across multiple industries
When Squair hired me as a Product Designer, the company was going through changes in order to expand and attract new clients and investment rounds. To make this happen, they were redesigning its IoT solutions and strategic approach. My work therefore included not only redesigning the company’s brand identity to reflect these changes, but also apply it on a new responsive website, design system and product dashboards. The website, however, also had issues with structure, accessibility and storytelling, and therefore had to be completely redesigned.
The Adventure Begins
Squair had an extensive and customizable set of solutions to many different industries. I needed to make sure I understood their approach to properly translate it, while also competitively positioning the company through design and storytelling. To achieve this, my actions included:
Conducting benchmark of websites from IoT and Cloud solutions companies.
Analysing & comparing the information architecture, content strategy, and storytelling patterns from selected websites and Squair.
These were some insights I got with my research:
Clear storytelling matters.
The most effective IoT websites simplified complex information to make their value easy to understand.
Consistency builds trust.
Structured layouts and cohesive branding made companies appear more reliable and professional.
Scalability supports growth.
Flexible design systems helped tech startups adapt as their products and audiences expanded.
Based on the research and key findings, I redefined the website’s structure to make navigation more intuitive and storytelling more coherent. I also redesigned the information architecture and refined the UX writing to make content more accessible and engaging.
The Route Taken
The new brand should reflect Squair’s strategic shift towards a simplified, modern, efficient, mature and technological approach. In addition to aesthetics, the new positioning should reinforce the company’s leading role and consolidation in the IoT market. Moreover, by reinventing the brand's perception, Squair wanted to demonstrate its purpose and commitment to the planet.
To reflect this, I redesigned Squair’s brand identity and visual language. Through color exploration, typography, moodboards and layout studies, I defined the style, tone, and key brand elements.
Making the website responsive and accessible was a concern of mine since the start of the project. And when the time to translate and test the new brand and website structure arrived, I was ready to make thoughtful decisions.
In order to design an accessible design system, I made sure the colors had enough contrast and typography was readable by most low-vision users.
I also wanted to design responsive layouts for different screen sizes (desktop, tablet, mobile), so I worked on wireframes and high-fidelity designs, ensuring consistency across all pages. I also created 3D visuals and illustrations to support the storytelling and help communicate complex concepts in a simple and engaging way.
Reaching the Summit
Once the design system and responsive layouts were finalized, I prepared the guidelines and assets for implementation. I collaborated closely with the developers to ensure design fidelity and consistency across screen sizes.
Broader Horizons
Complex and highly technical content
Translating IoT architecture, data flows, and industry-specific services into simple and accessible communication was difficult, especially for a mixed B2B audience.
How I solved it
I simplified the narrative by restructuring the information architecture, rewriting the content (UX writing), and using 3D visuals to explain abstract concepts in a clearer, more intuitive way.
Designing without established brand guidelines
Translating IoT architecture, data flows, and industry-specific services into simple and accessible communication was difficult, especially for a mixed B2B audience.
How I solved it
I simplified the narrative by restructuring the information architecture, rewriting the content (UX writing), and using 3D visuals to explain abstract concepts in a clearer, more intuitive way.
Allowed a new investment round within 5 months.
Enabled contract wins of +19 clients.
Improved usability and accessibility for a wider range of users.
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Rafaela Luchesi