SOURCE: Blue Collar Interactive

Blue Collar Interactive

March 22, 2011 08:00 ET

Blue Collar Interactive Launches New InFocus Corporation Website Receives Full Overhaul and Redesign to Integrate Diverse Product Line, Improve User Experience and Fully SEO-Friendly

HOOD RIVER, OR--(Marketwire - March 22, 2011) - Full-service digital agency, Blue Collar Interactive, announces the launch of the completely redesigned InFocus Corporation website (, which involved a massive overhaul of the site content to integrate 239 products and create a more thoughtful web presence that features intuitive design, clear presentation of product benefits and meaningful tools for customers. The new website also serves to showcase the passion InFocus has for product innovation -- providing a place for customers to learn about where InFocus is going and why its products are improving collaboration in homes and at work.

"The guiding principle for the redesign of our website from day one, was the 'using of it,'" said Scott Niesen, Marketing Director at InFocus. "We knew that what we did wouldn't matter if we couldn't make it useable, and useful to our customers. Being useful and useable on the web isn't particularly easy, so we called upon the experts at Blue Collar Interactive, who understand how to build, market, and measure a cutting-edge web property to successfully see the project through."

The redesign of started with an in-depth discovery of the company's business challenges and opportunities as well as a deep dive into the customer research. Careful attention was spent developing the site so that customers can either spend time exploring content and InFocus products, or easily find needed information quickly and move on. The result is a best-in-class example of a corporate website that offers a highly-diverse and technical product line, and a seamless user experience.

One of the key new features of the site is the Product Finder; InFocus has over 239 products and accessories within 4 categories and 16 sub categories, many with highly-technical product specifications. The Product Finder allows a customer to narrow down a product line to just a few based on their needs -- by determining its use for home or office, within a certain price range, or by specific technical requirements -- so the user can easily find the product that's right for them. 

Another directive from InFocus was to create a corporate site that also allowed the company's personality to shine though. With this in mind, Blue Collar created InFocus Labs, a prominent and integrated component of the site that features an extensive video library of stories from all different kinds of people to provide users with a behind-the-scenes perspective and understanding of why visual collaboration starts at Visitors can already explore a large selection of video content, and new videos will be posted on an ongoing basis. The Labs section was created to demonstrate that it's not just about the InFocus products, but more about those products in the hands of real-life people in real-world settings, whether they are educators, or artists or professional AV installers.

"What's really exciting for me is The Labs section of the InFocus redesign," said Tom Lehmann, Partner and Creative Director at Blue Collar Interactive. "This is an environment where we can allow people to come in and take a look behind the curtain, and they're going to get stories from all different people, the people who tinker with this stuff."

Realizing the importance of creating a standards-compliant and SEO-friendly corporate website but not willing to comprise the quality of the site design, Blue Collar decided to create using the Extensis WebINK font library. This cloud-based web font rental service gave the creative team the freedom to choose from thousands of high-quality web typefaces, while allowing the entire website to be fully indexable by search engines. This is the first corporate website that Blue Collar has developed utilizing this new technology and it sets a new industry standard for InFocus and other large corporate sites that want to feature cutting-edge design but still reap the benefits of search engine visibility.

The new site also features an extensive analytics reporting system, proving that the commitment to user experience doesn't end with the launch of the site. This functionality was built in with the ability to continually look at a user's experience on the website and make sure that every time they come back it's improving. This will provide valuable insight into how customers are interacting on the pages so that the marketing team can further refine the website and continue to build on it based on of the customer's experience.

"We have enjoyed working with the InFocus marketing team over the last six months to evolve our partnership and it has culminated in this monumental launch of their new site," said Rob McCready, Partner and Director of Client Services at Blue Collar Interactive. "We share in their conviction that success really lies in satisfying your customers, and not your own organization, and the launch of the completely redesigned is a sharp reflection of the synergy of our partnership with InFocus Corporation."

After supporting the successful launch of the InFocus Thin Display product category with a microsite and advertising campaign in August 2010, Blue Collar Interactive was asked to continue on as InFocus Corporation's interactive agency of record. In this role, Blue Collar currently handles all of the company's digital strategic planning, web content creative and development, motion design, video production, email marketing and online advertising. Blue Collar has also led creative for InFocus product operating systems for mobile and flat panel products. For more information about the team behind the InFocus redesign project, you can take a look at the behind the scenes video here:

About Blue Collar Interactive
Based in Hood River, Ore., Blue Collar is a full-service interactive advertising agency with a passion for creative work that is soulful, intelligent, imaginative, unique and provocative. Co-founded by three partners with more than 35-years of collective creative and client service experience, the agency offers a well-balanced suite of services with the mission to manifest "Great Work, Great People, Great Clients." Committed to staying small and nimble, Blue Collar is able to help their clients gain a competitive advantage through quick response and blue collar work ethics and values. At its core, Blue Collar is a group of inspired and experienced thinkers, adventure seekers, look-insiders, tinkerers, and curious souls with a never-say-die creative drive to improve each and every day. For more information about Blue Collar, visit

Contact Information

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