Innovation, technology and precision: Atracsys corporate website redesign and brand identity overhaul by ATC - All Things Communicate
Atracsys unveils a renewed brand identity through a completely redesigned official website and a digital campaign, thanks to the work carried out by ATC.
- Website development
- UX/UI strategy
- Content creation
- Web design
- SEO strategy
- Digital campaigns
- Website
- SEO strategy
- Digital assets
Atracsys is a Swiss company that has been designing, developing, and manufacturing high-performance optical tracking systems for over twenty years. Its integrated solutions are applied in fields such as surgery, robotics, and academic research - sectors where submillimetric precision, reliability, and time-to-market are essential.
To fully reflect Atracsys’s innovative character and strengthen its digital presence, a comprehensive redesign of its corporate website was undertaken. The goal was to unify both visual and content communication through modern, streamlined guidelines tailored to the world of precision technologies, while ensuring a user experience capable of clearly and convincingly presenting a complex and specialised offering.
ATC - All Things Communicate laid the foundation for the project through a brand identity and key differentiators redefinition process, designed to align the brand’s essence with a renewed digital presence.
Following an established way of working, a one-day workshop held at the client’s headquarters provided the opportunity to gain in-depth insight into the company’s operations and its offering’s features and benefits. The session served to define the core elements of the brand identity and to set communication priorities and next steps.
The workshop led to the identification of all supporting evidence for Atracsys, which then informed a value laddering process that resulted in the definition of five key brand pillars and three distinctive strategic brand values.
Through this approach, a comprehensive brand identity framework was created: an adaptable tool used to articulate the brand’s value proposition and ensure consistent application across all communications, including the corporate website.
Using the brand identity framework as a foundation, the website redesign was strategically planned with two key considerations in mind: the B2B target audience, comprising system integrators in the medical sector, academic researchers, and innovative start-ups, and the need to provide in-depth content in line with the requirements of a specialist field such as optical tracking technologies, all supported by a functional, recognisable and distinctive design, also in relation to industry competitors.
Given these premises, ATC designed a visually impactful layout, based on colour contrasts, smooth animations, and greater emphasis on product shots and icons, in order to create an interface suited to a high-tech positioning in the medical-industrial B2B sector.
A clean layout, a reorganised visual hierarchy, and a detailed mega menu help guide users through the content. The expanded and revised sitemap introduces new pages to better support Atracsys’s ecosystem and reinforce the brand’s authority and credibility, also thanks to dedicated sections for link building, featuring scientific papers, case studies, and news, further enhancing the site value.
A technical SEO strategy, both on-page and off-page, was implemented to support Atracsys’s online visibility: as regards the organic traffic, a highly specific keyword strategy focused on high-intent queries and niche long-tail keywords, designed to clearly define the brand’s area of expertise and lay the groundwork for improved future SERP rankings.
Building on the new corporate website as a strategic foundation, the agency developed a digital campaign aimed at increasing brand awareness among its B2B audiences and, in a subsequent phase, generating qualified leads. The initiative began with an accurate profiling of the target segments and of the most relevant geographical areas, enabling immediate optimisation of budget allocation and preventing daily saturation in a highly competitive landscape.
The strategy was organised into three phases (launch, expansion and conversion), defined also in relation to the specific dynamics of the sector in which Atracsys operates.
The media mix integrated Google Search, Google Ads and LinkedIn, combining static assets such as banners and carousels with more engaging video content focused on the company’s
flagship products and distinctive services, supported by carefully selected keywords to intercept highly technical search queries.
To support the user journey effectively, dedicated landing pages were also designed to guide the transition from initial brand discovery to deeper exploration of Atracsys’ most relevant innovations.
Continuous performance monitoring, through regular reporting, enabled the reallocation of investments towards the channels with the highest conversion rates.
Taken as a whole, the campaign contributed to strengthening the brand’s positioning as an innovative player within its reference market.