WEBSITE & PHOTOGRAPHY
Kaufman & Robinson
Kaufman & Robinson (KRI) is a leader in the manufacturing of broad-beam products. Their customer base is global, and the application of their products is more broad than you can even imagine. It gets broader still as KRI continues to innovate and push their technology to new levels.
And they do it all – by hand – here in Fort Collins, Colorado.
KRI is smart and cutting edge; they are inventive and they are dedicated. To communicate these qualities to clients and potential employees, their website needed an overhaul. More than just a facelift, the site needed to be adapted into a tool for their sales and recruiting teams.
Our initial discovery phase for this project including conversations with key team members to uncover what they really needed the website to do, as well as visits to KRI to learn more about the technology, the innovation and production processes, and to go on a really cool tour with a group of local high school students that gave us insight into how so many parts, pieces, and great minds come together.
Storytelling through Photo-Directing
New photography was a necessity. We collaborated with the KRI team and a talented local photographer to capture story-focused images that would feature KRI products while also showing how every detail is put together by KRI employees. In the new images you can see employees building the equipment, using it, researching, filling out forms and even hand-packaging and loading orders to ship.
There are also crisp, clean images that help distinguish KRI’s variety of products and highlight details of the equipment.
Keep scrolling, but make it engaging.
The new KRI website has a lot of movement, including an interactive homepage and 3D models, because KRI’s products also affect the composition of something static. Movement also adds a lot of interest to the pages, helping to draw visitors through the pages to locate what they are looking for.
Sharing Their Legacy
KRI carries a number of patents and their founder, Dr. Harold Kaufman, was inducted into the NASA Glenn Research Center Hall of Fame in 2016. NASA recognized him as a trailblazer of ion propulsion. So naturally, KRI is a leader in their field, and they have a lot of knowledge to share.
We helped reimagine multiple Product Resource Guides so they would be easier to read, to better highlight the included high-level equations and diagrams, and to align with the updated brand and website.