HOPTEK Elevates Web Experience Through Color and Design

HOPTEK is an innovator in the fleet management industry, pioneering AI technology in new ways to streamline operations so fleet managers can plan better, adapt smarter and execute faster. HOPTEK’s existing brand experience differentiated it from the competition, using purple hues rather than the more traditional blues, blacks, and grays seen in the transportation and logistics industry. While the color palette was an asset for the brand, leadership saw a need to make adjustments to the color applications and web experience to better appeal to their core audiences.
HOPTEK selected Trevelino/Keller to update and elevate its color palette and web design, balancing modern design aesthetics with a more traditionally branded industry. Trevelino/Keller’s design team worked within the existing brand standards, making small adjustments to the way the varying shades of purple were applied across the digital experience. Trevelino/Keller pulled through the deeper purple tones in key areas like the navigation, footer and header elements, accenting it with the vibrant royal purple and lavender. White and light gray also serve as accents and breaks in key areas of the web design.
The overarching website design was enhanced to be more user-friendly, to emphasize key messages, and to incorporate a revised product architecture. Trevelino/Keller developed new iconography to represent HOPTEK’s updated product architecture, with the brand’s three key products emphasized by a custom icon using royal purple and lavender. Animation was also added to represent how products work within the transportation industry. Animation was added in core areas of the website to enhance the flow and bring more movement to a previously static website. Product pages were enhanced with accordion-style modules displaying product attributes, incorporating the light purple tones from the color palette.
The final product is a more unified, sophisticated brand and web experience that resonates with HOPTEK and its key audiences.