Transforming spaces with high-performance insulation
A new visual identity system for Scotland's leading spray foam insulation supplier
ScotFoam, Scotland’s leading spray foam insulation supplier, transform residential, commercial and industrial buildings into high-performing, energy-efficient spaces that conserve energy in the fight against climate change. We have worked with ScotFoam from the beginning, helping them identify growth areas before defining a communications strategy to attract and retain new business.
Brand Strategy, Brand Identity, Print Design, Digital Design, Content Creation
A visual system to inspire energy-efficient construction
With a growing demand for environmentally friendly options within the construction industry, ScotFoam are leading the way by offering innovative and affordable solutions that achieve a high level of energy efficiency. As part of their continued growth, we were tasked with designing a new visual system and website to reflect their vision — a world in which the UK’s buildings are well insulated with excess heat captured for later use.
Working with their management team, we collaborated over a period of around 12 months to identify the opportunities within the industry before designing a brand system that used straight-talking language and a vibrant, digital-first illustration style. The visual system centres around the concept of ‘transforming spaces’ — we build on this by using subtle animation and motion design to show how property owners can achieve an air-tight environment through wall, floor and roof insulation. We then used the ‘transforming spaces’ proposition to create a range of materials to cover every customer touchpoint, including printed collateral, digital advertising, a new digital home, environmental livery, and machinery graphics.
A high-performance website
As part of the broader brand redesign, we developed a high-performance website to reflect and communicate the ‘transforming spaces’ proposition. The website features a detailed page structure covering multiple products and industries, advanced functionality to gather new leads and a certification system that gives prospective architects and building contractors detailed product data.
A clearly defined structure
The ScotFoam website splits their service offering into three core divisions; Residential, Commercial and Industrial. The solutions offered to each industry varies significantly due to evolving legislation, product availability and intended usage — this means that the website structure needs to be straightforward for prospective clients to understand. From here, we decided to make product data and technical support sheets available for each division while showing the core products to add value to architects and project managers. These decisions helped to build a level of trust between ScotFoam and their industry partners, cementing their reputation as a leader in sustainable insulation solutions.
To help make the quotation process as efficient as possible, we embodied the brand proposition of ‘transforming spaces’ by designing a standalone quotation function to gather technical data from prospective customers. The new process saved time for both the client and their customers, removing the need for lengthy email exchanges and collecting the correct data at the point of contact.
We also developed a ‘Key benefits’ section that doubled up as a storytelling tool to demonstrate how spray foam insulation works while dispelling outdated myths. Each product USP was visually shown through the use of confident illustration and straight-talking descriptions — animation was also used to give the products a unique edge.
A dedicated approach to Search Engine Optimisation (SEO)
We created a bespoke programme of Search Engine Optimisation (SEO) as part of the ScotFoam website development, creating three core pillars to develop and measure. The first activity was to build meaningful content that resonated with the target audiences — this comprises blog articles, tutorial videos and technical product datasheets. To build on this, we then optimised the page structure in line with the latest Google Lighthouse methodologies. By using tools such as PageSpeed, GTMetrix and Core Web Vitals, we were able to accurately measure progress, benchmarking the website against competitors and other industry brands.
To further optimise the website, our programme of Technical SEO saw us use the latest caching software, a premium Content Delivery Network (CDN), dedicated image hosting and next-gen Webp file conversion.
'LBD Studio have delivered a website and brand that is vastly superior to anything we could have hoped for. The content, images, animations and site structure is on another level and by far exceeds our competitions equivalent. Since going live just over 2 months ago, our enquiries through the website have increased by just over 450% compared to last years ANNUAL website enquire total. This is unbelievable. It has exceeded our expectations beyond anything we could have expected and we are projecting to be the biggest installer/contractor in our industry in Scotland by the end of 2021. This is without a doubt down to LBD Studio's expertise and help. Without hesitation, I would recommend LBD Studio.'
Managing Director, ScotFoam
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