CASE STUDY
PlaneWave Instruments
In Pursuit of the
Perfect Telescope
Details
industry
astrophotography, laser communication, advanced optomechanical system manufacturing
services
graphic design, strategy, content development, social media, website development
PlaneWave Instruments, a world leader in the design and manufacture of high-end telescopes and observatory systems, was experiencing rapid growth — but their brand presence wasn’t keeping pace. With a small internal team focused on R&D and production, they lacked the resources to consistently manage their marketing, social media, and website content. Their online presence, including an outdated website and sporadic social media posts, didn’t reflect the innovation or scale of their products. Without a strong, consistent digital strategy, their ability to reach and convert new customers was limited.
Hoyden partnered with PlaneWave in 2020 to develop a long-term marketing strategy that would elevate their brand, communicate their capabilities, and expand their global reach. Our approach focused on positioning PlaneWave as an industry leader through consistent storytelling, high-quality content, and a modernized digital footprint. This included developing social content that showcased their technical expertise, highlighting their impact on the scientific and astronomical communities, and driving traffic to a revitalized website.
We created a multi-channel content ecosystem that aligned with PlaneWave’s values and voice. This included:
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Ongoing social media campaigns featuring behind-the-scenes manufacturing, telescope installations, and employee spotlights
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A library of news articles and blog content that showcased company milestones, new product launches, and client success stories
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A visually stunning and technically detailed 60-page product catalog, later expanded into modular, downloadable sales sheets for use by their global sales team
Through creative storytelling and high-impact visuals, we brought PlaneWave’s engineering excellence to life and made their content accessible to both enthusiasts and experts.
Website Design & Development
Recognizing the critical role their website plays in educating and converting visitors, Hoyden redesigned PlaneWave’s website from the ground up. The new site reflects the precision and professionalism of the PlaneWave brand — clean, intuitive, and built to support a wide range of users, from amateur astronomers to university research departments.
Key upgrades included:
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A complete restructuring of navigation and content hierarchy for better UX
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Custom product pages with detailed specs, high-resolution imagery, and CAD models
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A streamlined backend for easier content updates by the internal team
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Integration of news, videos, and social feeds to keep content fresh and dynamic
PlaneWave Instruments has seen 150.7% total net audience growth on social media, a 107.26% increase in website users, and 256.66% increase in unique page views. They’ve been able to communicate consistently with their audience, portray a clear brand image, and focus more on growing their business.