XLINE Asset Management Brand & Website
XLINE Asset Management
San Jose, CA
A responsive site for a leader in asset disposition
XLINE Asset Management is the leading provider of worldwide asset disposition. They specialize in selling new and used, high-tech capital equipment to contract manufacturers, OEMs, and equipment dealers. XLINE offers focused product knowledge in surface mount technology (SMT), printed circuit board (PCB), and electronic test and measurement (ETM) equipment. They pioneered the online auction model in the early 2000's for sales of this equipment. XLINE engaged Flower Press Creative Studio, LLC to redesign their logo, brand identity and build a responsive website to more effectively engage their target audience. We created a simple mark, which represents movement of a circuit board from one place to another and communicates the concept of connection. We developed a crisp and compelling color palette and included black and white photography to add depth and texture to the site. The website itself was designed to work with their existing auction software, which has been well accepted by their user community. We started with wireframes, and clickable prototypes for desktop, tablet and mobile. After user testing, we quickly moved on to visual design and defining the brand assets. We built the site responsively or easy viewing on all devices with a Wordpress admin for easy updating. The responsive HTML/CSS was wrapped around the existing auction software to create a cohesive experience.
Creative Director: Khaiersta English
Designers: Khaiersta English, Calie Durant
Developers: Eric Baldoni, Matt Rabe