IZAR.COM : Brand Modernization

IZAR.COM, a provider of web site translation, localization and globalization solutions, approached Polar Design in the summer of 2000 to redevelop its existing website. Although IZAR did not require a full re-branding, the company suffered from an outdated website originally designed by its founder in 1999. The design, acceptable by earlier standards, rapidly became unattractive in comparison with newer sites and as the company grew. Specific issues included confusing navigation, an excessively hierarchical site structure requiring three or more clicks to access most information, whose impact was subdued in any case by flat design, unappealing colors, and poor cross-browser compatibility.

All of these problems discouraged visitors, and IZAR rapidly realized the site’s condition prevented users from fully appreciating all of the rich content it had carefully assembled on cultural and technical aspects of localization. Moreover, its sales staff was reticent to refer companies to the website and search engines with selection standards such as Yahoo! routinely turned IZAR down for inclusion, thus limiting the company’s online marketing potential.

Polar Design evaluated IZAR’s existing logo and identified an interesting interplay between the existing color scheme as well as the circular symbols embodied in the star surrounding the tiny globe. The design and consulting team opted to move from the overused squared navigation interface to a concept-driven design combining color contrast and unique "split" navigation that varies based on the section a visitor is viewing. This concept avoids obvious use cliché images like globes often utilized by internationally active firms. Nevertheless, with the various curves, background images, and collages, the site refers to the company’s global mission and Internet involvement in a subtle, tasteful manner.

The immediate result was several awards for the new website’s unorthodox yet functional interface, appealing use of color, and novel way of communicating IZAR’s essentially global mission. However, the most important benefit was a in increase of over 200% in IZAR’s inquiries received through its website, a doubling of applications for employment, and a substantial increase in sales directly attributable to the redesign and site re-launch.

IZAR.COM is located at http://www.izar.com.

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