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Website

From brand strategy to website launch

Cambion Electronics has spent decades making precision electro-mechanical and inductive components, but its brand hadn’t kept up. The identity was dated and assets were thin on the ground. The website, built in 2013, didn’t make it clear what Cambion did.We took on the whole picture: brand strategy, a new visual identity, more than 300 re-rendered product images, a cleaned-up product data model and a new website built around how customers find parts. The result is one consistent brand, carried from the guidelines all the way through to every product page.

Overview

A clear position in a crowded market

We started with competitor research, mapping how the rest of the industry was positioning itself: tone, visual style, product messaging, all of it. That gave us a clear read on where the market was crowded and where it wasn&#39;t.We then used positioning matrices to plot Cambion against that landscape. This was the key step. It let us test and prove a actual white space Cambion could own, rather than guessing at a point of difference. The result is a position the business can hold with confidence: precise, understated and unmistakably its own.From there we built the messaging framework. A brand proposition and value proposition capture what Cambion delivers, backed by defined archetypes, personality traits and a tone of voice that carries across everything the business writes.

Shaping a cohesive brand strategy

That strategy underpinned everything that came next. We translated it into three conceptual routes, each with its own design aesthetic. Every route came complete with logo treatments, colour palettes, typography, photographic styles, and mockups, so Cambion could see and feel the difference between them.We refined the strongest route into a single identity that’s clean, precise and understated, built around a redesigned logo mark inspired by Cambion’s own connector pins. A richer brand blue keeps Cambion’s existing colour recognisable, set against a monotone palette, two clean typefaces and a bespoke grid that mirrors the structure and precision behind the products.We documented it all in a 90-page set of brand guidelines covering everything from logo usage to tone of voice, then rolled it out across every marketing touchpoint, from social and print to large-format assets.

A visual identity to last

Cambion’s product catalogue was built from low-resolution CAD renders: accurate but flat, and a long way from the precision the parts are known for. We used AI to upscale and re-render more than 300 of them, tuned to the new brand right down to the background colours. The catalogue now looks as sharp as the engineering behind it.

Every product image, reimagined

One clean source of truth for every product

Cambion’s product data had built up over decades. Around 2,000 base products and 8,000 to 10,000 variations sat across roughly 80 tables in a custom-built internal system. Part numbering rules, plating codes and colour codes only made sense to the people who’d worked with them for years. All the information was there, but nothing connected it.Before we designed a single product page, we mapped that data end to end, then cleaned and restructured it into a model the new site could use.

Untangling the data

A website built around how engineers find parts

We started with the sitemap and rebuilt the structure around the reasons people visit: finding a part, downloading a datasheet, checking certifications and locating a distributor. Wireframes tested those journeys before any visual design began.The design carries the new identity across every page. We built it as a library of reusable components and page blocks, so Cambion’s team can create and update pages themselves without breaking the brand.The product catalogue is built to scale. Search and filters let customers narrow more than 8,000 part variations down by the specifications they need, and every product page puts technical details, datasheets and downloads in one place. Behind it, the same clean data feeds every page, so the site keeps up with Cambion’s internal systems.

Bringing the brand to life online

The new brand’s first major outing was Electronica in Munich, where Cambion Electronics put its new identity in front of the global electronics industry.Launch isn’t the end of the work. The next phase is the distributor portal, which gives distributors and direct customers a secure place to request quotes and track orders.With a full set of brand guidelines, a library of on-brand product imagery and a website its own team can run, Cambion can keep growing without losing consistency.

Brand growth and beyond

Cambion Electronics designs and manufactures precision electro-mechanical and inductive components for aerospace, defence and professional electronics markets. With roots going back to the 1930s and accreditations including ISO 9001 and EN 9100, it’s a business built on getting the details right. Cambion is part of a group headquartered in Singapore and sells both direct and through a worldwide network of distributors.

Brand strategy, visual identity and website design for Cambion Electronics.

Brand strategy, visual identity and website design and build for Cambion Electronics, a precision components manufacturer.

Brand strategy, visual identity and website design and build for Cambion Electronics, a precision components manufacturer.

Cambion

Setting the foundation for a future-proofed digital presence for Harwin.

Harwin came to us wanting to refresh their online presence, modernise their platform, and fix the technical issues that had built up over time. More importantly, they needed a website that could actually handle 4,000+ products and make them easy to find.So, we rebuilt the site from the ground up. The new platform brings together Harwin’s <a href="https://sidigital.co/services/integrate/salesforce">Salesforce</a> system for product data, <a href="https://sidigital.co/services/integrate/asset-management-software">Bynder</a> for digital assets, and Payload CMS for content management, all via our secure <a href="https://sidigital.co/faraday">Faraday middleware</a>. Everything syncs automatically, so when Harwin updates a product in Salesforce, it appears on the website almost instantly.The results speak for themselves. Pages load 90% faster, product information stays accurate across over 4,000 products, and customers can find exactly what they need without the wait. It&#39;s a website that matches the precision of Harwin&#39;s aerospace-grade connectors.

Harwin

Harwin manufactures over 4,000 products. From connectors for spacecraft and medical devices to high-reliability applications like UAVs. We redesigned and restructured how customers discover and explore them.

Always up-to-date Thanks to our <a href="https://sidigital.co/faraday">bespoke middleware, Faraday</a>, the Harwin website syncs website data with their Salesforce database. When their team updates a product, those changes appear almost instantly. No manual updates, no stale data. Salesforce also acts as a source of truth for all of Harwin’s data, so there’s one key place to check data.Filtering that works We integrated Elastic Search to handle complex queries instantly. Filter by connector type, mounting style, contact material, or any combination, and results appear in milliseconds. We’ve seen a 97% increase in filter interaction since launch, showing customers are actually using it.Everything in one place Product images and technical documents pull from Bynder. CAD files display through TraceParts and Samacsys. Real-time stock availability appears via Findchips. All running on our custom middleware and a REST API.

Finding Products, Fast

Harwin’s new website is built using Payload, a modern, headless CMS.

The site is built using Payload CMS, a modern content management system. Harwin&#39;s marketing team can create and edit pages without developer help. Dynamic components keep the design consistent while giving them flexibility for new content.The interface is clean, navigation is logical, and everything is built to help users find what they need fast. Want to know more about why we use Payload? Read our <a href="https://sidigital.co/lab-notes/why-weve-swapped-wordpress-for-payload">Lab Note about the benefits</a>.

Built on Payload

We built a tool that lets Harwin&#39;s customers configure custom cables, preview them in 3D, and submit them directly to sales.

Many of Harwin&#39;s customers need cables built to exact specifications. We designed and built a tool that lets them configure exactly what they need, see it in 3D, and submit it directly to Harwin&#39;s sales team.The interface uses a sidebar layout that guides users through each option logically, taking them through cable length, connector type, contact configuration, and more. As they build, a live 3D model updates in real-time via CADENAS&#39; rendering engine. Visual cues like colour selectors and clear selection states make the process straightforward, even for more complex configurations.Once configured, users can submit their request, which feeds directly into Harwin&#39;s Salesforce. They can also download a PDF datasheet or export CAD files in multiple formats. What used to take multiple emails now happens in minutes.

Custom Cable Configurator

Since 1952, Harwin has been an industry leader in electrical connectors used in spacecrafts, airplanes, and electric vehicles, to name a few. We’ve established a relationship with Harwin over the last few years to become their digital partner, pushing their digital presence to new levels and enabling their business to grow through a powerful, fully integrated website.We continue to work with Harwin to push and develop their Salesforce website integration, always looking for growth opportunities and areas of improvement.

More work

Bespoke website with Salesforce integration for a leading connector manufacturer.

Website design and build with custom Salesforce integration that slashed page load times by 90% for a leading connector manufacturer.

A user-centric new website for an award winning ferry company.

Wightlink&#39;s 4.5 million annual passengers now book ferry crossings through a redesigned website built around how they actually plan and travel. The new platform handles 140+ daily sailings across three routes, turning complex timetabling and fare structures into clear, considered decisions.Passengers searching for the best crossing time now see real-time availability, instant fare comparisons, and flexible booking options without having to navigate multiple pages or wrestle with unclear pricing. The site&#39;s journey planner anticipates common questions, like vehicle sizes, passenger numbers, travel dates, and presents the right information at the right time.Since launch, we&#39;ve continued expanding the platform&#39;s capabilities. The Best Fare Finder automatically compares ticket options across dates and times to give the user genuine savings. The Wightlink Explorer helps passengers discover Isle of Wight destinations and plan their visit alongside their crossing, turning a transactional booking into trip inspiration.

Wightlink

To get a true understanding of Wightlink’s requirements and pain points, we held regular workshops to discuss key phases of the design and build.

Customers booking ferry crossings often don&#39;t know which route suits them best or whether their vehicle qualifies for standard pricing. Staff knew this. They fielded the same questions hundreds of times daily. Traditional user testing revealed the problems; workshop sessions conducted onboard actual ferry crossings uncovered why they persisted.Passengers planning trips while travelling showed us they juggle multiple variables simultaneously: outbound and return times, vehicle sizes, passenger counts, and flexible dates all compete for attention. The existing booking flow forced linear decisions, making customers backtrack repeatedly or abandon bookings to double-check details.This shaped three core design principles: present all variables immediately, eliminate unnecessary steps, and remember context for returning visitors. The booking widget now displays route options, live availability, and vehicle requirements on a single screen. The site architecture puts timetables, fares, and booking within one click of each other, regardless of entry point.

UX Research

The website pulls live operational data into every stage of the passenger journey.

Real-time service updates show delays or cancellations directly under the navigation bar. Live Feefo reviews surface on route pages, helping first-time visitors choose between Wightlink&#39;s three island routes based on passenger experiences. Interactive maps display geolocation and nearby facilities.Behind all of this sits direct integration with Wightlink&#39;s internal booking system, syncing purchases, vehicle details, and passenger data instantly. The site handles bookings for 140+ daily sailings without manual processing or duplicate entries.

Real-time platform integration

Wightlink operates three ferry routes between Hampshire and the Isle of Wight, carrying 4.5 million passengers annually across 140+ daily sailings. Their website handles the majority of bookings for both leisure travellers and island residents who rely on regular crossings for commuting and essential travel.We&#39;ve worked with Wightlink since 2017, rebuilding their platform and continuously developing new features that turn complex timetabling and fare structures into clear passenger decisions.

Large-scale UX research, content auditing and website build for Wightlink.

Large-scale UX research, content auditing and website build for Wightlink.

A bespoke platform to allow the public to submit toy invention ideas.

Hasbro wanted to do something unusual in the toy industry: open their invention process to everyone, not just professional inventors. We designed and built a platform where anyone with a toy or game idea can submit it directly to Hasbro&#39;s team.From brand identity to visual design to the platform build, we created an experience that makes the submission process feel accessible and inspiring. The platform handles everything from idea submission and evaluation to secure IP management, giving Hasbro a streamlined way to discover the next generation of toys.

Hasbro

Hasbro’s new platform needed to integrate with the existing professional inventors platform we’d built for them.

We&#39;d previously built Hasbro&#39;s platform for professional inventors. The new public submission system needed to integrate seamlessly with that existing workflow.Public submissions flow into the same external inventor management platform, where Hasbro&#39;s team reviews and evaluates all ideas in one place. This unified system means promising concepts from public inventors get the same consideration as professional submissions.

Bespoke Integrations

Established in 1923, Hasbro are one of the worlds largest children’s toy manufacturers, with brands such as Monopoly, Dungeons &amp; Dragons and Peppa Pig part of their vast portfolio.We’re been working with Hasbro for over a decade, and we continue to work with them to allow inventors and creators across the globe to submit their creations to Hasbro, allowing their portfolio of games to continue to grow.

Building a custom software platform for one of the world's largest toy manufacturers.

Building a custom software platform for one of the world&#39;s largest toy manufacturers.

Full UX research process and redesign of the Young Drivers quote engine

Co-op was one of the first insurers to offer telematic insurance to young drivers. Our partnership with Co-op has spanned over ten years, and we’ve helped them build an insurance platform that’s backed by specific and extensive <a href="https://sidigital.co/services/design/digital-design">UX design</a> for insurance, alongside a full-scale redesign of their Young Driver insurance quote engine.Our work with Co-op improved the overall user experience of the platform, as well as bringing the look and feel in line with the updated visual identity. The platform was rebuilt to modernise it and bring it in line with their other services.

For Co-op it wasn’t about a broken product, but a time for transformation

Co-op were going through a period of change. They had a digital transformation underway, a brand refresh in progress, and a quote engine that hadn’t kept up. So, this was an opportunity to take their Young Driver platform and capitalise on growth and future development.The original insurance platform was over a decade old, and had accumulated bugs and technical debt over time. We identified a gap in mobile conversion rates and outdated user journeys that had been outpaced by competing insurance platforms.So, this was an opportunity to rebuild and restructure to bring users a slicker experience.

Transitional transformation

We ran a comprehensive discovery and research phase

Our <a href="https://sidigital.co/services/discover/research">findings were clear</a>, giving us a clarified goal to aim for. Usability testing for web applications is key to ensuring the longterm success of the product. The usability research process we underwent highlighted a few key findings:<h3 style='text-align: start;'>Mobile conversion gap</h3>During our analytics review, we found that mobile traffic to the platform accounted for around 10% more than on desktop, but the conversion rates were much lower. This identified a clear opportunity – the <a href="https://sidigital.co/services/design/digital-design">mobile user experience</a> needed to be improved to enable quicker and easier conversions.<h3 style='text-align: start;'>Question architecture</h3>Usability tests revealed that question structures throughout the process were putting off potential customers. One example of this was ‘Licence Held Since’, which required a full date DD/MM/YYYY to validate against. Asking for such detailed information increased cognitive load for the user, so we simplified. Instead of asking for the full date, we asked for the month and year, or simply the number of years held.<h3 style='text-align: start;'>Number and labelling</h3>We tested different types of navigation, which showed numbered steps being used throughout the user journey. We tested this against a simpler labelling approach. The results showed that users actually preferred numbered and labelled steps to quickly identify where they were in their quote journey.<h3 style='text-align: start;'>Competitor platforms</h3>Research into competing insurer platforms quickly showed us one thing: competitors had raised the bar significantly, leaving Co-op’s platform feeling dated by comparison. We needed to not only improve the user experience, but bring it into a more modern and familiar look and feel.

In-depth research

Our research informed all of our design decisions

The UX research process and analysis informed everything when we designed, from UX to UI to accessibility. We designed lo-fi wireframes in Figma to determine page structures, question delivery, and navigation approach. It was at this stage that our analysis of labelling and numbering came into play. We provided the user with both, for example ‘1. Your Car’. This clearly tells the user exactly what step they’re on, and sets the expectation for the page, and the user.The Co-op design system was adopted across the design, bringing consistency and cohesion across all the touchpoints for the user. From their initial engagement on the website through to finalising their policy, everything looks and feels like Co-op.Before we moved through to development, we used Figma prototyping to validate our decisions against direct user feedback, highlighting any further gaps and opportunities.

UX research and discovery

We designed and built a dedicated digital dashboard for policyholders.

Once the user had taken out their policy, they needed somewhere to track their telematics, coverage, and policy. We designed and built a comprehensive digital dashboard. Designed and styled around their target market and customer base, the dashboard brings intuitive information and tracking metrics directly to the users in a manageable way.We connected the dashboard directly with the telematics API to bring the data directly to the user. From acceleration and braking tracking to cornering, the dashboard gives users a score for each metric in a clear and accessible way. Delivering this data clearly gives users an insight into how to improve their driving.Users can also manage their policy directly from the dashboard, including document uploads like V5 logbooks and proof of no claims discount.

Digital dashboard

A smooth user experience from start to finish

The new Co-op insurance quoting system not only brought users a more seamless user experience, but a more cohesive visual experience too. Research-backed design decisions have improved and simplified user journeys throughout, giving users a much clearer way of quoting for their insurance. By researching UX design for insurance platforms, we were able to give customers an unmatched user experience from their first encounter with the platform through to managing their policy online.

The result

Co-op Insurance, part of Co-op Group, are a leading UK insurer, covering everything from cars to pets to businesses. They partnered with us to help drive their digital transformation efforts to bring their customers better products.

Full UX research and redesign of the Young Drivers quote engine and dashboard.

Insurance quote engine UX and build for Co-op, the first insurance provider to offer telematics insurance for young drivers.

Co-op

A website designed and built to reflect a premium brand

Boadicea the Victorious sells its fragrances through only a handful of exclusive global retailers, including Harrods, so the website carries much of the weight for sales. But the existing site delivered a slow, frustrating buying journey, at odds with the brand&#39;s reputation for impeccable service.Boadicea needed Magento eCommerce development and design that matched the quality of the product, improved the experience, and drove more sales.

Introduction

Our first task was to streamline and prioritise Magento&#39;s capabilities. That let Boadicea fulfil substantially more orders without hiring more staff.We ran an audit that flagged slow site speeds, especially on mobile devices, exactly the kind of friction that pushes shoppers to abandon their cart. We made technical adjustments and moved hosting to a new provider, improving both speed and resilience and saving Boadicea £200 a month in the process. The same changes made the system easier for Boadicea&#39;s staff to run day to day.

A technical triumph

To improve the customer journey and lift conversions, we ran extensive UX testing to uncover friction points. Every test surfaced real opportunities, from a time-saving postcode lookup to scrapping the outdated fax number field. Yes, that was still there. We weighed each finding against its impact on revenue and the workload to fix it, giving Boadicea a clear cost-versus-benefit view of where to invest first.Design had to work as hard as function. We tailored typography and interactive detail across the site to match a product that sells for up to £7,000 a bottle, so browsing feels considered rather than transactional. The result still looks and feels unmistakably Boadicea, refined rather than reinvented.

Design & UX

A custom bottle configurator designed to &#39;wow&#39; customers

Boadicea approached us with an idea that had been years in the making: let customers design their own bottle. Every scent already comes in a hand-crafted glass bottle with its own shield, stopper and story, so an online product configurator wasn&#39;t a gimmick. It was a natural extension of what Boadicea already does by hand.We built customers a way to choose their glass colour, pick from hundreds of shield and stopper combinations, and add a personal engraving, the same kind of eCommerce personalisation you&#39;d expect when speccing a car, but for a bottle that costs between £240 and £7,000. An animated landing page introduces the tool with the same sense of occasion as the bottles themselves, and a built-in Instagram share turns every finished design into marketing Boadicea didn&#39;t have to ask for.

Bespoke Bottle Configurator

We didn&#39;t let Magento limit what we could do

Boadicea&#39;s site runs on Magento, a platform built for straightforward retail, not thousands of possible bottle combinations. Most agencies would have called a custom product configurator impossible on that platform alone. We didn&#39;t.Rather than replace the system, we built our own eCommerce product configurator on top of it, extending Magento to handle combinations, pricing and engraving logic it was never designed for. We optimised for site speed and search at the same time, so the added complexity of the configurator didn&#39;t cost Boadicea performance elsewhere. It launched to a dedicated event in Bahrain, proof that a platform most agencies write off as rigid can still be pushed to do something genuinely new.

Built beyond Magento

Boadicea the Victorious takes its name from the legendary warrior queen said to have smelled victory on the battlefield. The British fragrance brand creates original, gender-neutral scents, launched in Harrods in 2008. Its best-selling niche perfumes come in hand-crafted bottles, ranging from £240 to £7,000 each.

33% increase in conversions for a luxury perfume brand.

Custom Magento eCommerce development for a luxury perfume brand, resulting in a 33% increase in conversions.

Work

Cambion

Brand strategy, visual identity and website design for Cambion Electronics.

Harwin

Bespoke website with Salesforce integration for a leading connector manufacturer.

Wightlink

Large-scale UX research, content auditing and website build for Wightlink.

Hasbro

Building a custom software platform for one of the world's largest toy manufacturers.

Co-op

Full UX research and redesign of the Young Drivers quote engine and dashboard.

Boadicea

33% increase in conversions for a luxury perfume brand.