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Website and Rebranding Case Study

908 Devices


Technology where you need it

908 Devices makes battery-operated, handheld, chemical detection tools, rugged enough to exceed military standards and trusted enough for immediate action in the field. This portable technology essentially bypasses the need to send samples back to a lab, saving days worth of time. As a startup company, 908 Devices came to us with a great technology but the product was still being developed. Metropolis' goal was to explain the technology clearly to a variety of potential audiences.

908 Devices Discovery Phase Image


  • Explain the technology quickly and clearly
  • Determine the target audience(s)
  • Website must be content-managed


Explain the technology

Our first task was to work with 908 devices to come up with a set of simple illustrations for the home page slides. These illustrations needed to offer a comprehensive overview of their technology in as brief and concise a way as possible.

Target audiences

This new technology has potential uses in many vertical markets. The challenge is to say that, without including or excluding any market too heavily. For example, military usage is obvious, but if we talk about possible military applications too much, the messaging might turn off the Food and Drug Administration.

Content management system

Like any startup, things change quickly. 908 Devices required that all aspects of the website be editable by them. They anticipated having areas for employees, investors, blog, and news.


A simple presentation for a complex technology

The initial solution was to focus on the technology and not the product, because the product was still in development. The website treats different vertical markets equally through the use of a custom set of icons. Bold tech-y colors and imagery define the brand as an innovative solution for many markets. The primary call-to-action directs users to the Technology page, where you can learn more about their technology.

Specifications & Requirements

  • Technical illustrations
  • Custom photography
  • Custom icon sets
  • Co-branded pitch deck
  • 908 Devices Website Homepage Design
  • 908 Devices Website Branding Marketing Design
  • 908 Devices Website Branding Marketing Design
  • 908 Devices Branding Marketing Design
  • 908 Devices Website Branding Marketing Design


Details matter

Some requirements required larger conversations, and other technical enhancements were just added in as we developed the site. While a big effort is always appreciated, sometimes the little things stand out even more. Special focus was given to the custom icons and illustration work.


  • Stylin' with CSS
  • Custom photography
  • Illustrations and Icons
  • Custom content types
HTML5 and CSS 908 Devices

Stylin' with CSS

Soft shadows, animated color fades on hovers, and rounded edges on web objects all contribute to the brand's identity. Scrolling features that identify the section you are looking at improves usability and adds to a positive customer experience on the site.

Custom Photography Image 908 Devices

Custom photography

Their unique High Pressure Mass Spectrometry device is the heart of their technology. Metropolis shot this core piece of technology in our studio for 908 Devices to use in all of their marketing materials.

Illustrations Custom Image 908 Devices

Illustrations and Icons

Metropolis worked closely with the 908 Devices team to custom illustrate all of the diagrams and create a unique icon set that showcased a few of the possible target vertical markets.

Content Management Custom Image 908 Devices

Custom content types

Custom content types include employee bios, investment partners, careers, news, and blog.  Each has a slightly different template style that allows 908 Devices to maintain content without having to manually format them.



  • Traffic increased by 10x after the new website was launched.
  • Bounce rate decreased by 67%.
  • Users spent an average of 540% more time on the website after launch.

Overall traffic statistics have skyrocketed since launch

The new website design has more pages, and additional content types that help attract search engine traffic with fresh content. 908 Device's mass spectrometry technology is explained quickly on the home page, and then again in more depth on the Technology page of the site. Logical organization of content helps keep visitors interested and on the site. Leads are captured via the e-newsletter signup area available at the top of every page.