Brand
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eCommerce
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Visual Design
Novotech
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8
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/ About the project
Novotech Technologies, a leading IoT and M2M distributor, rebranded to streamline its eCommerce experience and simplify product discovery. With an ever-expanding catalog of hardware, the new design system focused on reducing complexity and making it easier for businesses to find the right equipment quickly.
The rebrand introduced a modern, Swiss-inspired visual identity with a clean logo, large typography, and a structured grid system. The eCommerce site was redesigned with a search-first approach, featuring a prominent search bar, an intuitive mega menu, and clear value propositions—all ensuring a seamless and efficient buying experience.
/ Complexity in growing product catalog
M2M and IoT world are becoming more and more complex as our digital age continues to evolve. The volume of hardware components is expanding and infrastructure changes are happening in quicker intervals. As a consumer it’s easy to get inundated with information or lost in the volume of hardware.
Novotech saw this issue and wanted to revamp their eCommerce site to aid in searchability. This opened an opportunity to look at the entire brand and visual design system and update it to be a holistic experience.
/ Simplify the buying process
After initial research was completed the main persona for Novotech was businesses contracted out to enable communication and networking for other businesses. One of the largest hurdles these contracted businesses faced was finding the right equipment quickly to ensure projects could be completed on time. This led to the main two tenets of the new brand and visual system: simplify the buying process and reduce the noise.
/ Reducing the noise
The logo created relies on a simple icon representing the N for Novotech, while implying energy and communication signals. The rest of the visual system was created with a modern, Swiss-inspired, clean feel. Focusing on large typography with simple, clear messaging that helped users quickly scan content, embracing the tenet of reducing the noise.
The eCommerce site relies on contrasting black and white backgrounds, large typography, relatable photographs and a solid, organized, easy to scan grid system to make scanning pages easy. A majority of users were accustomed to simply searching the old site by product numbers, names and known brands so search was pulled out of the navigation and instead made a prominent feature of the hero. This was balanced with a mega menu (for those who find products via categories) and value props on why Novotech was the right distributor. This balancing made it so everything a user needed to start their product search was prominently displayed above the fold.
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