Recent work

U1 Group

  • U1Group website
  • Brand

Usability One gets a new name, new look and and new attitude

The Challenge

U1 has been one of the most respected user experience research consultancies in Australia for over 10 years. However in an increasingly commodotised environment, they needed to re-establish their leadership position in the user experience space and differentiate from competitors by re-building the brand from the inside out.

The Solution

Move worked very closely with U1 over a 12 month period to devise and deliver an overarching strategic re-positioning project 1) to challenge industry preconceptions and position the company as a strategic, intelligent and innovative user experience solutions provider, not just a ‘user testing’ company and 2) help securing their position as front-runners in their industry. Underpinning the entire marketing strategy was a sharp focus on building mutually-valuable client relationships which is considered the cornerstone to success long term.

As a key part of this, a number of projects were implemented and managed by Move senior consultant Dina Zaitman including a complete brand overhaul, improved sales process, significant content development, social media strategy, digital communications plan and re-design of the corporate website. See old site here. It was imperative the new brand and website were built to be scalable and flexible to expand and evolve alongside the ambitions and developments of the company. Move brought together a specialist team of suppliers to deliver the brand (Studio Brave) and develop the new website (Carter Digital).

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“Dina has assisted us with the vital task of developing a new brand and website for U1. We are very close to launching both in coming weeks and have been wrapped with the output of both. Dina is a perfectionist and has left no stone unturned in the pursuit of the highest standards set for herself. She has managed to group together a powerful team of suppliers which has delivered a fantastic result”
Shefik Bey
Managing Director at U1 Group

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