UK-based Rock Solid Rigs design and manufacture the ultimate racing simulator cockpit, selling their products in the UK, Europe, USA and Canada.
Developed by Formula 1 engineers using the same techniques and software as F1 teams, the Rock Solid Rigs RSR-21 cockpit gives unrivalled rigidity and performance to enhance every race, offering class-leading levels of adjustment and is compatible with any control systems.
Completely unique in appearance as well as being manufactured from renewable plywood, the RSR-21 is by far the most environmentally friendly simulator cockpit available.
Challenge
Rock Solid Rigs sell their racing simulator cockpits predominantly via their ecommerce website, competing with many other specialist international companies.
Within their market place, the existing Rock Solid Rigs brand design looked dated and unprofessional alongside their competitors, and whilst it performed well from initial start-up, the website was also looking dated and did not work well as a responsive design on mobile devices.
The company also did not state or offer a clear message of their products USP, features and benefits.
Solution
Before any design work was undertaken Veucom worked with the founder of Rock Solid Rigs to develop and create a brand new Customer Proposition to ensure that a consistent accurate message for the company and it’s core product was produced.
Once a Customer Proposition had been finalised, Veucom applied their design skills to creating a complete new Brand Design and then a new E-commerce Website Design:
To ensure that Rock Solid Rigs could communicate their unique offering, the first stage of the branding refresh was to create a new Customer Proposition. Following workshop meetings with the company founder and chief product designer, Veucom created the new Customer Proposition, ensuring that it was concise, direct and conveyed the main features and benefits of the Rock Solid Rigs racing simulator cockpit.
The Proposition successfully positions the company and products within the marketplace, communicating directly to the target customers. With the new website set to be the main marketing tool, the Customer Proposition was also created with this in mind, being written to aid SEO and better search engine rankings.
The existing Rock Solid Rigs brand looked very dated, consisting of an ‘off-the-shelf’ typeface and a straight black and red colour scheme.
Veucom designed a series of brand logo designs and also proposed a change of brand colours, transforming the existing stark black and red into a dark grey and magenta based red.
The chosen brand logo design is a continuous dual line which represents a race track layout – the lines form the letters RSR which was a strong feature of the previous brand design and therefore creates some continuity with what came before. The colour scheme change was subtle, but allowed for a much ‘warmer’ and more contemporary identity and was also sufficiently different from the stark red and black colour schemes used by many competitors.
A brand new website was designed to complement the brand refresh. The new website featured a revised structure, all-new content and a revised E-commerce facility, all based on the WordPress CMS to allow easy updating in-house.
The design featured the new brand colour scheme and is optimised so that the key search words and terms provide the best possible results. As a key aim of the project, Veucom produced a responsive e-commerce website which looks and works well on all mobile devices and tablets as well as desktop computers.
Outcome
The new Customer Proposition immediately conveys the product offering to customers and a consistent message is now apparent across all Rock Solid Rigs marketing activity, providing the company with a core mantra to use as the company develops and grows.
The new Brand Design, with its new colour scheme and typography looks professional and positions Rock Solid Rigs as a leader in the market.
As the main marketing and sales vehicle, the new E-commerce Website aligns successfully to the new company brand, increasing brand recognition and awareness within the target markets. The website now offers full responsiveness, reacting and formatting well on all devices – desktop, tablet and mobile. The E-commerce facility provides an online sales platform for Rock Solid Rigs to sell internationally with ease.
Website performance analytics is ongoing, however, within the first 17 days of being online, the new website has started to show impressive increases in performance, with statistics showing an increase in website users of 134% and average user engagement up by a huge 217%, testament to the better user experience and responsive website performance on mobile devices.
Talking about the new brand and website, Rock Solid Rigs founder and director Mark Foster said “I am extremely happy with the result which is a total transformation, raising our online presence to a higher standard than that of our competitors.”
Statistics based on Google analytics data for the first 17 days of new website compared to previous period
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