ManufacturingDesign, UX

Established in 1834, Sulzer are headquartered in Switzerland serving clients worldwide through a network of over 180 locations, while employing 10,000 people. Sulzer supplies performance critical applications, specialising in pumping solutions, services for rotating equipment, mixing, and application technology. This covers a wide variety of sectors such as construction, oil, healthcare and dentistry.

The Brief

With the Sulzer website looking dated, the main requirement was to improve the user experience by bringing the look and feel up to date. 

The Challenge

The wireframes and sitemaps were to be supplied by a different agency. While it would have been easier to accept everything given to us, it was important for us to challenge this where appropriate and work in partnership to provide the best experience. We needed to do this while working across time zones to strict deadlines which always brings its own set of challenges.

With plans for a full scale branding exercise in the future, we were initially asked to avoid using imagery that may not work with messaging that had yet to be decided. This was quite an unusual way of working and initially created designs that although looked great, didn’t really communicate anything. Without a clear message a vital opportunity to engage with customers on an emotive level would have been lost. 

This message would also need to work in harmony with Sulzer’s current core values that worked well but were internally focused. As a solution, we facilitated a light weight brand workshop, quickly exploring broad themes and settling on one that communicated perfection, excellence, beauty and pride. A high level brand statement “Because life is fluid” was created that can be related to and used by each part of what is a hugely diverse business.

The scale of the website was also a constant challenge. This included products that were vastly different from each other and difficult decisions on how incorporate legacy content into a new system. This was compounded by the website needing to be multi-region and multi-language

The Result

The website has been thoroughly modernised, presenting Sulzer and their products in a fresh, clean and modern light.

Old site compared with new site

To enable Sulzer to continually improve the website themselves, it was essential to create a detailed design system rather than a set of individually designed pages. This contained rules for nearly every element that may appear on the main Sulzer website and for any future mini-sites.

Small selection taken from our components style guide

Our brand work also became part of these guidelines, forming a brief that could be shared to photographers and anyone sourcing imagery to create a consistent feel.

Image examples from our photography brief

You can see the Sulzer website here. Please note that the build of the site was carried out by a third party.

Liquid Light helped to focus on our brand promise and develop a new modern look and feel.

Susanne Oettli, Head of Digital Communications

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