Cubic³

Building a website for the future of mobility.

Cubic³ is the connectivity powerhouse helping global OEMs unlock the full potential of software-defined vehicles. Formerly Cubic Telecom, they power the digital intelligence behind 25 million connected devices worldwide. After we repositioned them from telco to tech innovator through a major rebrand, their digital presence needed to follow suit.

With a new identity and a €475m SoftBank investment, their existing website no longer reflected who they’d become. Or the scale of their ambition. They needed to translate their new proposition, architecture and tone of voice into a digital experience that felt as intuitive, intelligent and global as their platform.

We built a new website from the ground up. A seamless fusion of brand and UX, powered by content strategy, bespoke HubSpot integration and dynamic storytelling. Designed for performance, clarity and connection, the new digital platform brings Cubic³’s category leadership to life online. Built for now. Future-ready.

Cubic³ connects the world’s smartest vehicles. And their shiny new website connects a category-defining brand to its next stage of growth.

Ambition to action.

More repeat visits as OEM audiences come back to explore deeper content.

Increase in returning users.

137%

Longer sessions as users spend more time understanding the platform.

Increase in engagement time.

141%

More clicks, deeper journeys and clearer intent across every page on site.

Increase in user actions.

277.4%

We started with a detailed client questionnaire which surfaced pain points, goals and technical requirements, from analytics and hosting to how users engaged with the old site. Competitive benchmarking and research across both B2B SaaS and out-of-category websites helped identify opportunities for distinction.

From there, we explored multiple sitemap routes, each tested through workshops with Cubic³’s team. Using defined personas and mapped journeys, we validated an architecture that balanced user needs with business strategy. Clear structure. Clear purpose.

Discovery that defines direction.

We explored three distinct design routes to test how Cubic³’s new identity performed online. From structure to motion, each expressed the brand language differently before refining into a final route rolled out across approved wireframes.

The visual design brought the brand system to life through bold use of space, clear hierarchy and intuitive interaction cues. Custom illustrations visualised complex software systems, while an animated cube became the defining digital anchor. Simple, dynamic and unmistakably Cubic³.

Translating brand into digital.

We built and launched the site within an agile delivery framework, giving Cubic³ full transparency and control throughout. Weekly stand-ups and iterative feedback loops kept progress visible and collaboration seamless.

Once live, we trained their team to manage and evolve the CMS with confidence. Post-launch, we continued the partnership, refining digital strategy, optimising SEO and expanding functionality to ensure the platform grows in step with Cubic³’s ambition.

Delivered with agility and precision.

The greatest challenge was translating Cubic³’s complex product architecture into a digital experience that felt effortless. We bridged the gap between the internal logic of their software ecosystem and the expectations of OEM and tech audiences.

Every page was designed to simplify, not overwhelm, guiding users through the offer with precision and clarity. Modular layouts mirrored the brand’s design system, while illustration and motion made invisible systems tangible. Fast iteration and close collaboration kept everything aligned and agile.

Clarity built into every click.

This was collaboration done right. From UX workshops and design showcases to CMS handover and training, the process was open, hands-on and iterative. The agile approach gave Cubic³ full visibility at every stage. Weekly status meetings and continuous communication kept momentum high. The Cubic³ team were active partners throughout, shaping, testing and refining together to deliver a digital platform built on shared ambition.

All in. Together.

Head of Global Marketing at Cubic³

Matt Simmons

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Cubic³

Building a website for the future of mobility.

Ambition to action.

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