OPTO International is a leading provider of fixtures and display environments for the retail industry, with much of their success coming from their popular modular systems that allow customers to personalize with materials and accessories that fit their brand, budget, functional needs, and lead time. However, OPTO also has robust custom capabilities and a talented, collaborative design team which is not as widely known or understood by their audience or current customers. OPTO asked Symmetri to help reposition their brand to better reflect all of their capabilities, knowledge, and skills.
After a deep discovery phase, we established a brand strategy for OPTO that focused on giving brands the freedom to be authentic in their own physical locations. We designed and developed a new website that showcases OPTO as a design-driven manufacturer of retail display environments that make exceptional spaces possible. New webpages and a friendlier user experience highlights both innovative modular systems and custom design capabilities that allow customers to respond to demands faster, collaborate easier, and create authentic spaces more freely.
OPTO was thrilled with the new site. It clearly communicates the new brand, sets them apart from competitor websites, creates an engaging customer experience, and helps promote more choice for retail environments. Once the site launched, bounce rates decreased 9% and page sessions increased 26%, proving that users found the site more engaging and easier to navigate.