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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.

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

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

Wightlink

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.

Hasbro

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Tilt combines AI-assisted support and self-service to deliver digital-first insurance, built for trust, scale, and regulation.

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Bespoke website with Salesforce integration for a leading connector manufacturer.

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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’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

We drew custom illustrations to demonstrate the submission process for inventors. Each step is animated or interactive, creating an immersive experience for users.

A major part of the initial brief was to inspire inventors, and we needed to spark that inspiration with a landing page. So, we used their oldest and most famous character, Mr. Potato Head. We used him to take the user on a journey through the page and demonstrate the steps of the submission process.

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.

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Work

Cambion

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

Harwin

Bespoke website with Salesforce integration for a leading connector manufacturer.

Hasbro

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