Branding and website design for a sports tech company
Nektek is a multi-sport safety collar that protects athletes against whiplash from sports-related collisions. Developed with their expansion technology, the collar can inflate up to 3 inches upon impact and deflate in seconds. In a team of 5 designers, we developed their brand identity and created a website that catered towards their business goals.
After learning more about Nektek's business goals and values, we developed their brand identity.
Minimize injuries while maximizing game time.
Nektek's mission is to provide a piece of safety equipment that introduces a core piece of new technology into a multitude of sports, reducing the amount and severity of spinal, neck and concussion injuries.
Nektek's vision is to be the standard for neck and head safety equipment sold in all sporting stores, with several variations to best fit each unique sport.
Strong, Sturdy, and Safe.
Nektek wanted a website that would represent their company and its values, educate users about their product, and show users where they could purchase the product in-store.
Nektek's target market includes all athletes, regardless of age or skill, so we conducted user testing on 4 athletes, aged 14 to 25, as well as 2 parents, who had kids that played sports. Overall, 100% of users found the site very easy to navigate, although 2 users could not find the store locator on their first try. All of the users thought that the site felt very basic and did not convey the Nektek brand enough.
The second iteration of the website focused more on brand experience instead of selling, which was received much better by the client and users. We moved the store locator to its own page so that it wouldn't be hidden from the users.
After working on this project, I learned that good user experience does not equal good brand experience. Nowadays, many websites focus on making things easy and straightforward for the user, but trade off uniqueness and brand recognition. By relying on templates, many websites, although usable, are not very memorable. By focusing on representing the brand, the user will be more inclined to reach out to the company and become a customer.