Mobility Lab, Inc.
Canada’s Source for Military Equipment & Training
Mobility Lab has long served Canada’s airborne elite with best-in-class equipment, custom solutions, tactical training, and technical expertise – none of which was adequately represented on their website. Their logo was from the mid-2000s and their website was nearly a decade old – they were overdue for digital overhaul.
Mobility Lab contracted Beyond Marketing to:
- Design a new logo and deliver a brand identity guide
- Create a new website that fully encompassed their services
- Incorporate an e-commerce store with quoting functionality
- Craft fresh copy optimized for web search
Updated Logo
Taking inspiration from GPS trilateration, Mobility Lab’s new logo prominently features a three-sided icon that represents MLi’s service to critical military and search and rescue operations. This icon is applied in a variety of orientations and formats to create a comprehensive logo suite, which – in a deliberate nod to military insignia patches – includes a badge design.
Old Logo
New Logo Suite
Graphic Elements
Our brand identity guides include graphic elements as well. In the case of MLi, these included instructions on stylizing photography and utilizing a complementary trilateral pattern to add texture over color floods and imagery and as a border or background element.
New Website
To reflect the products, services and standards, we determined that the new Mobility Lab website needed to be clean, crisp and efficient. There’s uniformity within the creative choices across the site – white space is used strategically, color serves a specific role, and the photos are stylized. The copy is minimal with clear calls to action and is, of course, optimized for search.
MLi’s previous site had very little information about the products and services they offer. Now, there’s a dedicated page for each manufacturer and service line, and seamless navigation to toggle between each.
By adding an e-commerce store, customers can build a quote for Mobility Lab products as they shop. This empowers the customer to carefully consider customization options while yielding efficiencies on the MLi side, too.
