HICE Group

Brandsite created the digital launch system for HICE Group: a new brand identity, a custom UX/UI experience, WordPress e-commerce with protected digital delivery, and a search-led content foundation built for an international professional audience. 

The central challenge was not simply to publish information online. The website had to turn a complex expert offer into a product experience that could be understood, compared and purchased without reducing the credibility or depth of the subject. 

We structured the platform around the way the products are actually sold: clear product paths, individual resources, bundle options and a purchasing journey that supports both self-service buyers and higher-value professional interest. This gave the commercial model a digital structure before development decisions were locked in. 

The project began with brand identity development. Brandsite created the HICE logo and its variations, defined the visual language, typography and colour direction, and prepared the brand guidelines and brand book. The identity was designed to feel precise, high-level and restrained, reflecting a business whose product is specialist knowledge rather than a conventional physical item. 

The visual system was then extended into practical brand applications, including the website, digital communication, email signature and document direction, so HICE could launch with one consistent identity across its core touchpoints. 

The UX/UI design was developed around the buyer decision process rather than a generic e-commerce template. Product presentation, bundle selection, content hierarchy, checkout and supporting information were designed as one connected journey. 

Desktop and mobile layouts were planned in Figma, with responsive behaviour considered from the start. The goal was to preserve the premium, minimal visual direction while making detailed professional information easy to scan and the next action clear on any screen. 

Search visibility was treated as part of the website architecture. Using Ahrefs, Brandsite researched relevant search themes and keyword opportunities, then translated that research into page priorities, content directions and an internal-linking structure. This work created a practical foundation for ongoing SEO optimisation rather than a one-off metadata task. 

The website was prepared with structured headings, SEO titles and descriptions, sitemap configuration and internal links between relevant commercial and informational pages. A blog and content framework was also prepared so future expert articles can build topical relevance and guide readers toward the right products and services. 

Google Search Console, Google Analytics and Microsoft Clarity were connected to support post-launch measurement, indexing checks and user-behaviour analysis.

The digital launch extended beyond hice-group.com. Brandsite supported LinkedIn profile development and Google Business Profile setup so the new positioning, brand presentation and core company information were consistent across search and professional social channels. 

The content strategy was built to connect these channels with the website: expert topics can be developed for LinkedIn, expanded into search-led website content and connected back to relevant commercial pages through internal links. This gives HICE a repeatable content system rather than isolated posts and pages.