An online library of genetic traits to help researchers solve the world's food challenges
Case summary
- Søren Højland Boesen (Former Employee)
- Elizabeth Tello D'Andrea
- Riziki Nielsen
- Francesca Tiziani
Because TraitSource has its own business model and its own audience, university researchers. TraitSource is an initiative by Traitomic, a business rooted in Carlsberg Research Laboratory that aims to push research in advanced crop traits forward. After we designed and developed the Traitomic website, the team came back to us for a new Webflow site that could explain TraitSource's technology clearly to academics.
By starting from the parent brand's look and adjusting from there. For TraitSource, we kept Traitomic's established aesthetics as the base and refined the colours, tone and layouts until TraitSource had a distinct identity of its own. We also photographed TraitSource's employees in their offices and greenhouses, along with the plants and seeds, so the website shows the people and the lab and field work behind the science.
Through an advanced, dynamic Webflow form that we integrated with TraitSource's CRM system. Making quotes easy to get was a core goal, together with giving researchers easy access to and an overview of TraitSource's extensive trait libraries. We also set up advanced tracking before launch, so TraitSource can see how visitors actually use the site.
With the TraitSource website, Traitomic has expanded its business and reached a new customer segment in academia. The new business model is a success. It makes genetic modifications in plants and algae faster and more affordable for researchers around the world, and the website is where those researchers explore the trait libraries and ask for a quote.
TraitSource is an initiative by Traitomic, a business rooted in Carlsberg Research Laboratory, that aims to push research in advanced crop traits forward.
After successfully launching the Traitomic website, which was designed and developed by Kvalifik, they reached out to us again for a new Webflow website for TraitSource.
In addition to web development, we photographed the surroundings and the people, plants, and seeds involved, and wove the pictures into the site's visual narrative.
With the TraitSource site, Traitomic has expanded its business and reached a new customer segment in academia. The new business model is a success. It makes genetic modifications in plants and algae faster and more affordable for researchers around the world.
The primary challenge was conveying the complexity of TraitSource's novel technology and business model to an audience of university researchers in a clear and engaging manner. We needed to give easy access to and an overview of TraitSource's extensive libraries of traits, and ensure an intuitive process for obtaining quotes. Additionally, crafting a new visual identity for TraitSource required a delicate balance: it had to resonate with the parent brand while establishing its distinct presence. It was also essential to highlight the human element behind TraitSource and showcase the team's innovative work in the lab and field.
Lastly, integrating a data-driven approach for the website was crucial to gather insights on user behavior and interaction, presenting a multifaceted challenge of branding, user experience, and analytics.
The project began with a goal-setting and planning session on Miro, brainstorming website structures and conceptualising how to show the genetic traits in a good way.
After some revisions, we came up with the concept and structure and transitioned into the creation of wireframes and mood boards. Aligning with the established aesthetics of Traitomic, TraitSource's parent entity, we introduced refined alterations in colours, tone, and layouts for a distinctive identity.
We conducted a photoshoot with TraitSource's employees in their offices and greenhouses, to get some great pictures for the website.
Once the visual narrative was perfected, we transitioned to the development phase, bringing the design to life in Webflow. We developed an advanced dynamic Webflow form and integrated it with TraitSource's CRM system. Advanced tracking was set up before going live.
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