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A leader in memory storage products, Lexar was shifting its brand focus from consumer-centric to promoting its business solutions. In addition, since its new acquisition by China-based Longsys, our client was now focused on the Americas, and the website needed to reflect that. The website needed to include multiple product pages as well as pages for nine different solution categories.
After conducting our strategy sessions and establishing competitive benchmarks and brand pillars, we went into UX design with the challenge of continuing to draw in consumers and heightening a sense of community while elevating Lexar Enterprise.
We created a vibrant site with a black, white and red color palette, prominently featuring products and messaging empowerment, passion, and community. By adding a For Consumers/For Business toggle button in the upper right, we created a branded house while giving equal weight to the consumer-focused master brand Lexar and sub-brand Lexar Enterprise. The UX design easily allows for the addition of future sub-brands, too.
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