Case Study: Brand, Website, and Portal Development for ICU Technologies
Tim Rayl leads a multi-phase engagement to modernize ICU Technologies’ brand identity, redesign its website, implement SEO best practices, and build a secure customer support portal which lays the groundwork for scalable growth and a more responsive client experience.
ICU Technologies, Inc. is the only security solutions provider in the U.S. focused exclusively on protecting K–12 school districts. As demand for its services grew and its reputation expanded nationally, ICU needed its brand and digital infrastructure to reflect the sophistication of its offering. The company turned to Tim Rayl to modernize its identity, overhaul its website, and support a more responsive customer experience.
Challenges
ICU’s website and marketing infrastructure didn’t reflect the caliber of work the company delivered. Brand assets were inconsistent. The website was difficult to manage and failed to clearly communicate ICU’s value. Support processes were largely manual, and made it difficult to scale.
ICU needed:
- A professional, consistent brand identity that could scale across teams and channels.
- A modern, easy-to-manage website designed around K–12 customer needs.
- Improved search visibility and lead generation.
- A secure customer portal for ticket submission and tracking.
- A knowledgebase to support customer self-service and reduce response time.
Approach
Tim assembled an expert team to complete these phases:
Brand Standards Development
Tim’s team created a unified brand identity and designed a suite of branded assets for internal and external use, including: business cards, letterhead, #10 envelopes, notecards, A2 envelopes, access badges, presentation and flyer templates, social media profile graphics, post overlays, and custom icons. The team also developed an online brand center and brand guidelines covering logo usage, typography, color, and voice.
Website Redesign and Search Engine Optimization (SEO)
The project followed a five-phase process: information architecture, content development, wireframing, visual design, and development. The new website was built to communicate ICU’s value proposition clearly, capture leads via HubSpot, and deliver a fast, responsive experience across devices. SEO improvements were implemented based on audit findings and industry best practices.
Customer Portal and Knowledgebase Development
The team built a branded, secure portal that allows ICU Technologies, Inc. customers to submit and track support tickets. The portal integrates with ICU’s support workflows and is mobile-friendly. The team also developed a knowledgebase framework to host articles, videos, and guides to make it easier for customers to get help while reducing the support team’s workload.
Outcomes
This engagement equipped ICU with the infrastructure needed to grow efficiently and serve customers better:- A unified brand system with ready-to-use templates and digital assets.
- A website built to attract, engage, and convert K–12 decision-makers.
- Stronger search visibility and lead tracking through SEO best practices.
- A streamlined customer support experience via portal and knowledgebase.
“Tim and his team gave us the clarity, structure, and tools we needed to grow. The new website and customer portal are already making a big impact on customer experience, and the brand center is something we use every day. The process was clear, and they delivered.” Everett Kellogg
Co-founder & CTO
ICU Technologies, Inc.
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