copywriting + web design
Adaptive Integration reboot.
client:
adaptive integration
work:
copywriting
branding
web design
mission:
modernize an outdated website to reflect a pivot towards security products
Adaptive Integration designs, integrates and manages a wide range of cutting-edge security and network infrastructure solutions for medium-to-large sized organizations.
Adaptive elected to pivot their consulting business towards security solutions post-pandemic, and requested a website refresh to reflect the transition.
Adaptive Integration’s original website followed a relatively generic tech template from the past: A front-loaded blast of raw tech terminology displayed over images of busy server racks.
Adaptive serves a wide variety of industries inside and outside of tech, so I wanted to expand our reach with welcoming, easy-to-comprehend copy for decision makers in the retail, utility and financial industries.
I also prioritized replacing the generic, impersonal chatter with a conversational approach, and elected to use a video backdrop to inject an element of humanity into the landing page.
the refresh.
The post-pandemic demand for robust security upgrades fell directly into Adaptive Integration’s wheelhouse, so I stacked Adaptive’s three-pronged total security fitness offer underneath a fresh, direct headline.
Unique CTA buttons followed, one of which connected to our pitch below, and the other to our contact page.
I led the sub-hero with “Ransomware” in bold, slashed text to draw eyes into our copy about well-publicized security threats, and concluded with a lead-in to our succinct service solutions pitch in the main body copy.
I updated the logo and installed a motion backdrop with a human element to signify the changing post-pandemic remote work environment. Finally, I selected a muted blue, royal blue and orange color scheme to reflect an aura of authority and reliability.
View the Adaptive Integration website.
Mike really understood my desire to shift momentum and how to translate that shift through great copy and a fresh visual. He absolutely knocked it out of the park on the very first draft he drew up for us and I knew immediately I had made the right hire.”