Parallax launches new brand and website for SmartSearch

SmartSearch, a multiple award-winning and fast-growing tech company, teamed up with Parallax on a major digital brand transformation, including a new identity, website and product UI overhaul.SmartSearch operates in the emerging Anti-Money Laundering REGTECH sector, protecting clients from fraud and ensuring they comply with the latest AML regulations. The company was growing but had an outdated visual identity and a confusing and cumbersome website.We met with the ambitious SmartSearch directors earlier this year and pitched a complete digital brand transformation. SmartSearch are leaders in their field and needed a brand to match. Keeping the name, we set out to overhaul their visual identity and tone of voice.

Discovery and Research

As with all transformation projects, we spent a lot of time learning about their business, culture, history, employees as well as the industry and their customers, collecting valuable insights that would guide us. We made a strategic decision to move away from a corporate and impersonal tone of voice, to a more genuine, professional, friendly and personable one. This was then reflected in the design of the new identity as well as the photography and copy across all the channels – all of which we carefully managed and executed.

Creating an effective website

With a new identity ready to go, we set about to create a market-leading website that would build a solid foundation for future growth. The new website makes it easy for prospective businesses across many commercial sectors to understand how the "SmartSearch platform":https://www.smartsearch.com/product/overview can help them protect their business and comply with the latest AML regulations. By overhauling the entire user experience and content, we designed the website to be helpful, earn better search engine rankings, increase conversion and engagement.

Next steps

The final part of the project currently underway is to overhaul the product user interface, bringing it in-line with the new identity. Watch this space for further announcements.