Ground Control

Building a smarter digital journey for global satellite connectivity

The Brand

Ground Control is a global provider of satellite IoT connectivity, hardware, and device management solutions. Working across multiple satellite networks including Iridium, Viasat, and Starlink, the business delivers reliable connectivity for organisations operating in remote and challenging environments. Alongside its connectivity services, Ground Control develops its own satellite IoT hardware and provides Cloudloop, a platform that enables customers to manage devices, airtime, and data through a single interface. Together, these capabilities allow businesses to securely deploy, monitor, and scale connected assets anywhere in the world.

Approach

As the business continued to evolve, it required a digital platform capable of serving two distinct audiences with very different buying journeys. The challenge was to create a marketing-focused website that educated prospective customers while also delivering a dedicated e-commerce experience for customers ready to purchase products online.

Our approach centred on developing two connected platforms: a WordPress website to showcase the brand, solutions, industries, and customer stories, alongside a Shopify store designed to provide a streamlined transactional experience. A key consideration throughout the project was ensuring both platforms worked together without creating duplicate content or competing for search visibility. We collaborated closely with the client to define clear content strategies, user journeys, and product structures that would support both research-led and purchase-led audiences while maintaining a consistent brand experience across each platform.

ACTIONS

We worked alongside the client to define the information architecture, user experience, and content strategy for both websites in parallel. This included restructuring product categories, simplifying an extensive product catalogue, and establishing clear distinctions between products that would be available for online purchase and those requiring an enquiry-led sales process.

The design approach aligned with the company’s wider brand guidelines while allowing flexibility to create experiences tailored to the objectives of each platform. The marketing website was designed to support educational content, industry-specific messaging, and solution-led storytelling, while the Shopify store focused on technical product information, specifications, and a fast, intuitive purchasing journey.

Throughout the project, we collaborated closely with stakeholders across branding, content, and development to ensure design, content creation, and technical planning progressed simultaneously. This iterative process enabled both platforms to evolve together while creating a scalable foundation for future product expansion and continued digital growth.

RESULTS

The project established a clear digital strategy that supports two complementary customer journeys without compromising the overall brand experience. By separating educational content from transactional purchasing, Ground Control is now positioned to engage prospective customers earlier in the buying process while providing existing buyers with a dedicated e-commerce platform tailored to their needs.

The new platform structure also simplifies product management, strengthens brand consistency across both websites, and provides a scalable foundation for future growth. With a more focused content strategy, improved navigation, and clearly defined user journeys, the business is well positioned to support its evolving product portfolio and continue expanding its global digital presence.