All work
Marketing technology / brand refresh

A sharper face for an Australian digital icon.

Client
Taguchi
Location
Melbourne, VIC
Deliverables
Strategy, Branding, Web design, Motion

The work

Inside the relaunch.

The Taguchi mark, before and after
The Taguchi mark, before and after
A fresh, new website
A fresh, new website
3D brand-element renders, image 1 of 4 3D brand-element renders, image 2 of 4 3D brand-element renders, image 3 of 4 3D brand-element renders, image 4 of 4
3D brand-element renders
Data core to personalised messaging — the platform at a glance
Data core to personalised messaging — the platform at a glance
Taguchi Paths — customer journeys made visible
Taguchi Paths — customer journeys made visible
One customer, every channel — and the insight behind it, image 1 of 2 One customer, every channel — and the insight behind it, image 2 of 2
One customer, every channel — and the insight behind it
One profile, personalised across every channel
One profile, personalised across every channel
endota — the case study, inside and out, image 1 of 2 endota — the case study, inside and out, image 2 of 2
endota — the case study, inside and out
VetXtend, and a full-page press ad, image 1 of 2 VetXtend, and a full-page press ad, image 2 of 2
VetXtend, and a full-page press ad
Out in the world — banners and stages, image 1 of 3 Out in the world — banners and stages, image 2 of 3 Out in the world — banners and stages, image 3 of 3
Out in the world — banners and stages
The trade-show stand — Sesimi × Taguchi
The trade-show stand — Sesimi × Taguchi
Taguchi Hack Day — building with AI
Taguchi Hack Day — building with AI

“Working with Qualls has transformed how we showcase our value to our clients.”

They took a complex product and helped us launch a website that feels intuitive, engaging and creative. Beyond the technology itself, their ability to understand our business, challenge our thinking, and translate ideas into practical solutions has been invaluable. The result is a site we’re proud of and a creative partnership we continue to rely on.

Hayley Rathbone · Taguchi
Hayley Rathbone
A deeper look at the idea behind the Taguchi work: great software brands do not need simpler stories. Plays from YouTube when you hit play.
Make the craft visible again, without dumbing any of it down.

Outcomes

What changed.

  • Brand refresh
  • Launch narrative
  • Product craft made visible

From brief to result

The thinking behind the work.

The brief

Refresh the brand without flattening the intelligence that made Taguchi distinct.

The move

A punchier digital system, animated product moments, and a site direction built for marketers who want detail, not decoration.

The result

A sharper face for a platform with a real point of view and a long runway.

For the nerds (like us)

Tech stack architecture diagram: an admin manages Craft CMS on Amazon EC2 with an Amazon RDS database and Amazon S3 media storage; a compiler outputs static HTML, CSS and JavaScript to a GitHub repository, distributed through Cloudflare's CDN to users in Australia and the United States, with all content backed up to Dropbox
Tech stack: flow of information
  1. Admin manages content in the Craft CMS, which is hosted on Amazon EC2
  2. Content is stored in the Amazon RDS (SQL database)
  3. Media files are stored and optimised in Amazon S3
  4. Compiler generates static versions of the content
  5. Static files are stored in a GitHub repository
  6. GitHub Actions handle the automation of deploying the static files
  7. Static files are distributed via Cloudflare’s CDN, ensuring quick delivery to users in Australia and the United States (or other cached locations worldwide)
  8. End users receive the content from the nearest CDN cache, ensuring fast loading speeds and a seamless experience
  9. All content (data and files) is encrypted and backed up via Dropbox

This setup combines dynamic content management with static content generation for optimised performance and scalability across a global user base.

Tech stack: overview of services

Host (Amazon EC2)

  • Craft CMS: The central content management system (CMS) running on AWS EC2, where administrators manage the content.
  • Admin: Administrators interface with the CMS to add, update, and manage content. This action is done through a browser-based admin panel.
  • SQL Database (Amazon RDS): The data that powers the content managed within the CMS is stored in a relational database on Amazon RDS.

Storage (Amazon S3)

  • File Storage: Images, videos, and other media assets such as SVGs, JPGs, PNGs, PDFs, and MP4 files are stored in an optimised format on Amazon S3.

Compiler

  • The Compiler converts the content managed in Craft CMS into static files (HTML, CSS, JavaScript) that are ready to be served to end users.
  • Triggers: Content updates, Scheduled intervals, Manual triggers.

Repository (GitHub)

  • Static Files Storage: The static HTML, CSS, and JavaScript files are stored in a version-controlled repository, GitHub.
  • GitHub Actions: Automation and deployment processes are handled by GitHub Actions.

CDN (Cloudflare)

  • CDN: The static files are sent to a CDN, Cloudflare, which caches the content in multiple locations worldwide.
  • Geographically Distributed Users (AU and US): The CDN serves content to users based on their geographical proximity.

End Users

  • AU and US Users: End users access the content via their browsers, and the content is delivered from the CDN closest to their physical location.
From the journal

Why we like Craft CMS

The thinking behind the CMS underneath this relaunch.

Read the musing

More work.

Current Future case study Andromeda Robotics case study AJ & Co. case study

Program / Reposition & Refresh

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Bring it over.

Explore Reposition & Refresh Start the conversation