The challenge
Promixa builds proximity networks for large venues, and it explains them the way engineers explain things — accurately, exhaustively, and to nobody who has not already bought one. The identity was a decade old and the site was a specification sheet with a hero image on top.
Buyers were arriving informed and leaving unconvinced.
What we did
We rebuilt the brand around clarity rather than novelty: a restrained palette, one confident typeface, and a diagram system that does the explaining the copy used to attempt.
- A monochrome identity with one accent that means something
- A diagram language reused across site, deck and product
- Site architecture organised by the buyer's question
- Copy cut by roughly half, at no cost to accuracy
The outcome
Demo requests doubled, and the sales team reports that the conversations start further along. The site now answers the first three questions, so the call can begin at the fourth.
The engineering team likes it, which we did not expect and take as the real result.
Promixa: a proximity network that finally looked as smart as it is.
Promixa's technology was ahead of its category and its brand was a decade behind it. We rebuilt the identity around clarity rather than novelty, and redesigned the site so the product explains itself.
