06 — Brand · Website · Supply catalogue · Dashboard

Vellum Energy

The ratings went back on the cards.

Open the working demo

A Tashkent electrical network company working since 2000 had a heavy, repetitive site, and its sales team explained the basics on every call. We rebuilt the brand, the site and a supply catalogue with ratings on every card, and tied every enquiry to its category.

Vellum Energy — The ratings went back on the cards.
Client
Vellum Energy
Sector
Electrical networks and equipment
Scope
Brand, site, catalogue, dashboard, hosting
Delivered
7 weeks · 16 months of support
What it supplies
2000
Building and running networks since
6
Supply categories
0.4–35 kV
From distribution boards to substations
4
Partner brands: ABB, Schneider Electric, Legrand, Chint

The company's own published figures.

  1. The problem

    Every call began with what they sell.

    Products and Supply were two pages saying the same thing, the specifications were missing and the hero film alone weighed 15 MB. Buyers phoned to ask for voltages the site should have shown.

  2. What we did

    Six categories, every one rated.

    We merged the duplicate sections, put the voltage range on every category card and gave each of the three services its own page. Forms keep the service or category and go to the CRM and Telegram, and a datasheet template goes out with proposals.

  3. The outcome

    Buyers arrive with a category.

    Within six months, enquiries naming a category rose from 18% to 54%, qualified enquiries grew 2.4 times, and managers replied in 12 minutes instead of 46.

The film
The five-second ad: six categories, and every one rated.
How it ran

Seven weeks, audit to production.

  1. Audit & structure
  2. Brand & UI
  3. Site & catalogue
  4. Forms & CRM
  5. Dashboard
  6. Servers & launch

A diagram of how the work was arranged, not a timed schedule. The catalogue and the services were designed together, so a card and an enquiry always use the same words.

What we were given
  • An outdated site with duplicate sections
  • Product ranges and service lists
  • A 15 MB hero film
What we delivered

Brand & content

  • Refreshed mark and wordmark
  • Type and a style for technical data
  • Datasheet and proposal templates
  • 28 optimised images

Website

  • Corporate site, five-item menu
  • Three service pages
  • Supply catalogue with ratings

Systems

  • Forms to the CRM and Telegram
  • Operations dashboard with stock levels
  • Analytics and SEO

Launch & care

  • Domain, hosting and backups
  • 52 releases in 16 months
  • 13-minute reply to anything critical
From a question to the right manager

The category comes with the enquiry.

Each enquiry keeps the service or category it started from, gets a number and reaches the manager who handles it.

  1. Where buyers start
    • A service page
    • A supply category
    • A call-back request
    • Search
  2. What the enquiry carries
    • Service or category
    • Voltage range
    • Source and UTM
    • Enquiry number
    Saved with every enquiry
  3. Where it lands
    • The CRM, with an owner
    • Telegram, for the manager
    • Supply, when stock runs low
    • The monthly report
Selected screens
Six supply categories, each with its rating
The catalogue on a phone
A category datasheet, sent with proposals
Stock against minimum levels, for the supply team
A service with a page of its own
Enquiries, each with its service or category
The identity

Mark, wordmark, palette and face are the company's own, set here in code.

Vellum
Vellum
  • Deep blue#06344E
  • Brand blue#0C5C88
  • Spark cyan#2BB8E0
  • Paper#F3F5F6
  • Ink#12181D
Yanone Kaffeesatz · with Roboto and a monospace for data

Electrical networks, built and kept running.

Dry & oil-filled transformers · 0.4–35 kV

  • Vellum0.4–35 kVDatasheet header
  • VellumBusbar trunkingSupply card
  • VellumRequest a callProposal cover
The brand outside the screen

Proposed applications, made for this case — not photographs of the company's sites.

  • The catalogue in a switchgear room
  • Supply cards on a cable drum
  • The site at a substation, at dusk
  • A datasheet at commissioning
  • Stock levels at the stores counter
  • The mark, embroidered on workwear
In their words
Amanagerusedtostarteverycallbyexplainingwhatwesupply.Nowtheclientusuallyarriveswithacategory,avoltagerangeandarealquestion.Noemomadethesiteaworkingtool,notjustanicebusinesscard.
Bekzod RakhimovCommercial director, Vellum Energy
  • What I value most is one way of presenting the catalogue. The specifications read at once, the cards match, and an update is no longer a job for a developer.
    Nodira KamalovaHead of supply, Vellum Energy
  • We had one team for design, build, servers and support. Changes went through one window and usually went live the same day.
    Davron SaidovDigital project coordinator, Vellum Energy
What it brought
  1. 54%Of enquiries name a category, up from 18%
  2. ×2.4Qualified enquiries
  3. 12 minManager reply, down from 46
  • 2.1% → 5.6%Site conversion
  • 15 → 0.9 MBThe hero film
  • +67%Organic traffic

Next case

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