• Awwwards Site of the Day
  • Awwwards Developer Award
  • Pixel Awards — Gold
  • Pixel Awards — People Choice
  • European Design Awards — Silver
  • The Lovie Awards — Silver
  • Clube Criativos de Portugal — Silver
  • Meios & Publicidade — Honoree
  • Prémios Lusos — Gold
  • Prémios Lusos — Bronze
  • The Communicator Awards — Gold Award of Excellence
  • 45th Creativity Awards — Silver
Art Direction Brochure Illustration Rebranding Strategy Website

FiberSensing is a world leader in the development and production of advanced monitoring systems based on optical Fiber Bragg Grating technology with worldwide clients like Siemens, General Electric, Airbus among several others.

A top notch website settled upon a rebranding was necessary for a higher-level promotion: ”We need to get to the next level, with a consistent brand across all mediums that can endure for the next 5-10 years” was their words. We are more than halfway that, the website has 6 years now, the company was bought by HBM and the website still looks strong. Rage, rage against the dying of the light.

Visit website Fibersensing
fiber-frame
Dots, dots everywhere

We did a rebranding based on circles because is the fiber optics visual pattern, and taking advantage of the simplicity of the circle we build FiberSensing graphic language with dots. The client said it was too simple, too bland and that they even saw a similar logo on a magazine. We had to design the full brand language so that the client could see our vision, the brand full potential and even show some other dot/globe rebrandings like the USA today as references.

Fig 1.

Some pics shooted during the process

FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
FiberSensing Development Process
Jawww-dropping

With a typical engineer website, based solely on their products that nobody knew what was that all about, we had to rethink their whole market strategy and divide it’s reach by 5 markets as the core of the website: to appeal to a wider range of audience and not just the typical engineer that already knew their range of products.

Additionally, their expertise and portfolio are reflected in carefully crafted case studies with their solutions, capacities, and know-how. Technology served by design with the website as leading role on the strategy. The results after some months were astounding, with a major acquisition by HBM and an increase of sales way ahead of the company’s objectives.

Fig 1.

Some pics shooted during the process

Strategy > Design

The old structure was a little bit messy for eventual new clients that didn’t know how FiberSensing could help them. Converting the business structure to a market strategy (Civil, Energy, Aerospace & Wind) was not the typical B2B structure that everyone, including their competitors, used at the time. But the clarity that came from this step allowed us to succeed in the end result. So yes, we had to take the risk to tell the client how they should sell themselves and change the original brief. We were called for a new website and in the end, the client made a rebranding, changed their strategy and ended up with something that everybody was really proud of.

  • Printscreen FiberSensing Website Pages
  • Printscreen FiberSensing Website Pages
  • Printscreen FiberSensing Website Pages
We ❤️ Photoshop

There was a time when we didn’t have Figma or Sketch. For more than a decade we did all our websites on something called Photoshop: a tool made for bitmap manipulation from Adobe.

Everything was fine until we got retina displays and the file sizes doubled without any optimization from Adobe that simply ignored the non-retina/retina duality and the OCD in us panicked: we couldn’t have a crisp view on the 1:1 view and the titanic file sizes made everything unexplainably more difficult. We still love photoshop, had a quick romance with Sketch but Figma is the lover we all needed. Hold my underwear!

Tears of joy

“FiberSensing was already a well-known brand in the Optical Sensing world. But our website was far too technological and B2B oriented. We needed something fresh and modern, appealing for the millennials and for general customers, not only the experts. And with Büro we got exactly that and more. During several months after the go live, we heard from everywhere nothing but excellent references to our website. It coincided with the time when we were acquired by German HBM, and our website was so great that it was decided to postpone the integration in HBM’s website for a couple of years. But it was not only the website: the rebranding applied to all the relevant fields of the company, and for all of them the results were simply excellent. Overall, Büro's team did a great job and this was due not only to their creativity and professionalism, but also to the open and always constructive way they’ve interacted with us. Büro is definitely THE partner for an innovative company who is looking for a digital agency.”

Luís Ferreira — Director of HBM Optical Business
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