A complex device, explained as simply as possible.A complex device, explained as simply as possible.
STRAP TECH
-
Details
Client
Strap Tech
Year
2023
Industry
Startup
Technology
Services
Website
Production
Art direction
Brand strategy
Talk about problems solved, not features.Talk about problems solved, not features.
Talk about problems solved, not features.Talk about problems solved, not features.
ARA has sensors, algorithms and haptic feedback, but its users don't care about any of that. They care about walking with more confidence. Instead of explaining the technology, we told the story of the everyday problems it solves. That's how a complex device becomes something people want to try: they instantly understand what changes in their lives.
(What we did)
Product positioning
Problem-led narrative, not feature-led
Site architecture
Retail conversion strategy
Verbal identity
When you can't rely on images, the story has to carry everything.When you can't rely on images, the story has to carry everything.
When you can't rely on images, the story has to carry everything.When you can't rely on images, the story has to carry everything.
Accessibility goes far beyond alt text and a clean heading structure. On a typical website, images fill a lot of narrative gaps without us even noticing. Here we couldn't count on that, so the copy, the structure and the storytelling had to work flawlessly on their own. The site explains what ARA is, how it fits into your day and how your life changes once you use it, in a warm, friendly voice that empathizes before it explains.
(What we did)
Site storytelling and narrative structure
Accessible copy that doesn't depend on visuals
Warm, friendly tone of voice
User-centered messaging, not product-centered
Visual identity
Accessible first. And it still has to look and feel incredible.Accessible first. And it still has to look and feel incredible.
Accessible first. And it still has to look and feel incredible.Accessible first. And it still has to look and feel incredible.
We started from the brand identity created with Brands&People and brought it into the digital world with a system that's accessible at every level: semantic structure, descriptive alt text and screen-reader-friendly navigation. On top of that came the differentiator: a visually striking website, because blind people know they live in a visual world and they care how others see them.
(What we did)
UX/UI design
Digital rollout of the brand system
Technical accessibility across the site
Component system
Art direction
Amplify who they are. Don't change them.Amplify who they are. Don't change them.
Amplify who they are. Don't change them.Amplify who they are. Don't change them.
We shot the photos inside their everyday lives, built around how each person sees themselves. Not all of us are where we'd like to be in how the world sees us, and there's nothing wrong with that. Our job was to help them get to that image without changing who they are. Our references were campaigns where the product plays a supporting role: the focus is on people, their emotions and their daily lives. ARA is there, but they're the ones telling the story.
(What we did)
Art direction
Everyday-life photography
People first, product in the background
Consistency across every touchpoint
Keep going to see the next project
Away From Home
-
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A complex device, explained as simply as possible.A complex device, explained as simply as possible.
STRAP TECH
-
Details
Client
Strap Tech
Year
2023
Industry
Startup
Technology
Services
Website
Production
Art direction
Brand strategy
Talk about problems solved, not features.Talk about problems solved, not features.
ARA has sensors, algorithms and haptic feedback, but its users don't care about any of that. They care about walking with more confidence. Instead of explaining the technology, we told the story of the everyday problems it solves. That's how a complex device becomes something people want to try: they instantly understand what changes in their lives.
(What we did)
Product positioning
Problem-led narrative, not feature-led
Site architecture
Retail conversion strategy
Verbal identity
When you can't rely on images, the story has to carry everything.When you can't rely on images, the story has to carry everything.
Accessibility goes far beyond alt text and a clean heading structure. On a typical website, images fill a lot of narrative gaps without us even noticing. Here we couldn't count on that, so the copy, the structure and the storytelling had to work flawlessly on their own. The site explains what ARA is, how it fits into your day and how your life changes once you use it, in a warm, friendly voice that empathizes before it explains.
(What we did)
Site storytelling and narrative structure
Accessible copy that doesn't depend on visuals
Warm, friendly tone of voice
User-centered messaging, not product-centered
Visual identity
Accessible first. And it still has to look and feel incredible.Accessible first. And it still has to look and feel incredible.
We started from the brand identity created with Brands&People and brought it into the digital world with a system that's accessible at every level: semantic structure, descriptive alt text and screen-reader-friendly navigation. On top of that came the differentiator: a visually striking website, because blind people know they live in a visual world and they care how others see them.
(What we did)
UX/UI design
Digital rollout of the brand system
Technical accessibility across the site
Component system
Art direction
Amplify who they are. Don't change them.Amplify who they are. Don't change them.
We shot the photos inside their everyday lives, built around how each person sees themselves. Not all of us are where we'd like to be in how the world sees us, and there's nothing wrong with that. Our job was to help them get to that image without changing who they are. Our references were campaigns where the product plays a supporting role: the focus is on people, their emotions and their daily lives. ARA is there, but they're the ones telling the story.
(What we did)
Art direction
Everyday-life photography
People first, product in the background
Consistency across every touchpoint
Keep going to see the next project
Away From Home
-