QRail Visual Design Campaign

Goal: To create a universal logo or badge that would serve to explain the company’s new services as a “one stop solution” and serve as the central image for the QRail visual design campaign. This also included designing vectors, landing pages, email templates and print design.

THE CHALLENGE

REDEFINING THE SOLAR MARKET

As one of the leading US solar-based manufacturers, Quick Mount PV was exploring for new sources of revenue when they decided to expand out to solar rails. After consulting my marketing manager who wanted to advertise the company as providing a complete solution, it was up to me to figure out how exactly to do that. Thus the complete solution systems seal was born after performing qualitative research on our closest competitors. Other updates included updating our existing product brouchers, product banners, our sample page, home page and more.

How might we included:

  • Would installers switch over to a new rail?
  • What would be the best way to market ourselves as an all-solutions provider?
  • Would this change the corporate identity?
QMPV Landing Page QRail

Quick Mount PV Website circa 2018.


MY ROLE

RESEARCH TO DESIGN

Hired onboard as the company’s primary visual designer, my job was to work alongside the marketing manager and sales team to produce sample requests and leads through marketing material. For this campaign, my role was to research, collaborate with our web developer and marketing manager on landing page and web updates, and design new collateral that revolved around Quick Mount being an all-solutions provider.

QMPV Product Catalog QRail

Quick Mount PV Product Catalog


KEY DELIVERABLES

VISUALIZING THE CORE VALUES

Using Adobe Illustrator, I drew inspiration from pop culture icons including Nintendo’s Fire Emblem, Marvel Studio’s Infinity War along with a few others to produce something that would be instantly memorable and recognizable for the company. After a series of four ideas, we chose the current design.

Unused QMPV Seal

Interesting idea, but way overdone

The four colors represents Quick Mount’s traditional prop values, all flowing into each other to complete the cycle, demonstrating QMPV as a complete solutions provider. Techniques included were using gradient meshing, texture wrapping and manual lighting for each prop value. Additionally, a responsive version was designed as well for compatibility across multiple screens and resolutions.

Responsive Complete Solutions Seal

Personally, I would have to consider the “Complete Mounting & Racking Systems” as my lasting legacy for the company. As they had attempted to introduce a new line of products called the QRail, this was a crucial design campaign where I had the largest imprint on the company. It was the longest cycle, the closest that I had to work with our engineer team along with NDAs that had to be kept away from even some of my old co-workers until everything was ready.
QMPV QRail Banner

Alongside the complete solutions seal, other collateral updates included adding a product page for QRail and designing a printed product catalog that was consistent with our existing brochures.

QRail datasheet

QRail Product Catalog

REINVENTING THE EBLAST

As the marketing manager was looking for a new, more vibrant template I decided to use the visual looks of our existing catalogs in order to create something that was both new as well as familiar to our customers within a few short days. QRail wireframe


The new design led to a 20-30% increase in CTA clicks through improving the visual elements of the eBlast and increasing the target click size.

INCREASING LEAD-GENS

As one of my first major UX/UI projects at Quick Mount PV, I was tasked at looking for a new way to present our sample page requests page. It had to be both consistent with my newer QMPV redesigns and utilizing the same functionality of our old site. I worked with both our web/digital marketing manager and marketing manager on wireframes to present the page to our customers and the screenshot below is what we came up with after three iterations.

QRail Sample Page Wireframe

QRail low-fidelity wireframe

Utilizing what I learned from one class on UX design as well as basing off quantitative data from previous web ads and Google Analytics, I came up with a multi-column design that used one column and header to tell the story and the other column for the form itself. Additionally, one request from my manager was that we made it as simple for an installer to know where to click if they wanted to request a sample. Hence the button in the header that leads to the form anchor tag.

While I was just beginning to scratch the surface of utilizing my UX/UI itch, the project highlighted how much of an impact I could make on creating a positive user experience.QRail Sample Page


To our surprise, the new design had an increase in the amount of usual sample requests over our previous request pages by 20%.

CONCLUSION

BUILDING MY UX FOUNDATIONS

As my first visual design job and major design campaign that I took from concept all the way through production, I believe that this project served as the foundations to me choosing to try and become a UX designer.

Unfortunately, I was never able to fully learn whether or not my changes to the design would have a lasting effect over the year as the company was forced to downsize in response to the market. So while I was able to increase the company’s immediate click-throughs and requests I was not able to measure the effect in the longterm.