{"id":599,"date":"2021-05-11T11:50:44","date_gmt":"2021-05-11T19:50:44","guid":{"rendered":"https:\/\/www.wardogcreative.com\/?page_id=599"},"modified":"2021-05-11T15:53:40","modified_gmt":"2021-05-11T23:53:40","slug":"microfabrica-rebrand-and-website","status":"publish","type":"page","link":"http:\/\/www.wardogcreative.com\/?page_id=599","title":{"rendered":"Microfabrica rebrand and website"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>The problem:<\/strong><br>How to reposition a novel micro-manufacturing process to attract engineers and investors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The situation:<\/strong><br>Semiconductors often grab the headlines as they shrink transistors ever smaller to satisfy the world\u2019s demand for processing power\u2014not to mention obeying Moore\u2019s Law. But mechanical engineers gain big advantages from advances in miniaturization, too. And that\u2019s where Microfabrica can help.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><a href=\"https:\/\/web.archive.org\/web\/20151208220928\/http:\/\/www.microfabrica.com\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"471\" src=\"https:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-1024x471.png\" alt=\"\" class=\"wp-image-605\" srcset=\"http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-1024x471.png 1024w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-300x138.png 300w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-768x353.png 768w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-1536x706.png 1536w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-2048x941.png 2048w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-10-at-2.00.43-PM-624x287.png 624w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption>The original Microfabrica website, captured 5\/10\/2021 from <a href=\"https:\/\/web.archive.org\/web\/20151208220928\/http:\/\/www.microfabrica.com\/\" data-type=\"URL\" data-id=\"https:\/\/web.archive.org\/web\/20151208220928\/http:\/\/www.microfabrica.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">archive.org<\/a>.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The company uses semiconductor manufacturing technologies to build structures measuring less than 10 microns. That\u2019s about one-quarter the thickness of a human hair. Compared to competing technologies, Microfabrica has significant advantages in precision, resolution and scalability. But, like many advanced technologies, they\u2019d \u201cbuilt a better mouse trap\u201d and were wondering why the world wasn\u2019t beating a path to their door.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The company faced another challenge: attracting potential investors. The previous website focused on mechanical engineers who already had a solution in mind. It didn\u2019t tell the whole story of how this process can change the world. That\u2019s where I came in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The solution:<\/strong><br>Microfabrica hired R2integrated to update their messaging and website. The result was a user experience that allowed their two audiences\u2014engineers and investors\u2014to follow their own paths and learn about how Microfabrica could help them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"http:\/\/microfabrica.com\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"461\" src=\"https:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1-1024x461.png\" alt=\"\" class=\"wp-image-601\" srcset=\"http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1-1024x461.png 1024w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1-300x135.png 300w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1-768x346.png 768w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1-1536x691.png 1536w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1-624x281.png 624w, http:\/\/www.wardogcreative.com\/wp-content\/uploads\/2021\/05\/microfabrica_home_ss-1.png 1915w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption>The new <a href=\"http:\/\/microfabrica.com\/\" data-type=\"URL\" data-id=\"http:\/\/microfabrica.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Microfabrica<\/a> website, as captured 5\/10\/2021.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As copywriter, I worked with an art director to come up with the infinite-scroll layout and the UX journeys through the site. I interviewed the CEO and Director of Marketing several times to craft the user personas in three industries where they were having the most success: micro-electronics, aerospace and medical devices.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It worked. The company was acquired by Technoprobe in 2019 and remains an independent operation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The problem:How to reposition a novel micro-manufacturing process to attract engineers and investors. The situation:Semiconductors often grab the headlines as they shrink transistors ever smaller to satisfy the world\u2019s demand for processing power\u2014not to mention obeying Moore\u2019s Law. But mechanical engineers gain big advantages from advances in miniaturization, too. And that\u2019s where Microfabrica can help. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":71,"menu_order":41,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-599","page","type-page","status-publish","hentry"],"jetpack_shortlink":"https:\/\/wp.me\/P4dKXP-9F","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/pages\/599","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=599"}],"version-history":[{"count":7,"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/pages\/599\/revisions"}],"predecessor-version":[{"id":659,"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/pages\/599\/revisions\/659"}],"up":[{"embeddable":true,"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=\/wp\/v2\/pages\/71"}],"wp:attachment":[{"href":"http:\/\/www.wardogcreative.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=599"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}