CLOS
Full-Service Digital Marketing and Website Support
CLOS, the Collaborative Logistics Optimization System, is specialist software developed by A-ICE for planning military logistics operations. The system uses mathematical modelling and optimisation technology to support decisions around cargo, transport capacity and mission requirements. CLOS was developed in collaboration with Optit, a University of Bologna spin-off, with A-ICE also citing its work with the Italian Air Force in the development of the system.
Our Work with CLOS
Our work with CLOS began in 2018 as part of the wider relationship with A-ICE, although the product was managed separately under a different senior director. This gave CLOS its own requirements and identity rather than treating it simply as another section of the main A-ICE website.
The team behind Sussex Web Designs created the CLOS brand and visual identity, then designed and developed its dedicated military-logistics.com website. Our involvement covered the complete digital presentation of the product, including website structure and content development.
The technical information came from A-ICE’s specialists, while our role was to turn that material into marketing content that could explain a complex software product to a broader audience without removing the technical substance behind it.
Projects and Services
The dedicated CLOS website was developed to give the product a digital presence separate from A-ICE’s commercial aviation offering. This was particularly relevant because CLOS addresses military movement and transportation rather than the airport and airline operations associated with much of A-ICE’s wider product portfolio. A-ICE describes CLOS as a decision-making tool intended to accelerate the planning of military logistics missions.
Our work covered the website from its initial design through to development and content production. Product information supplied by A-ICE’s technical team was developed into website copy explaining the purpose of CLOS and the operational problems it was designed to address.
We also supported the website through SEO and ongoing content development, alongside social media activity around the product. This allowed CLOS to build its own digital presence while remaining part of the wider A-ICE business.
The resulting website provided dedicated sections explaining the software, its applications and individual areas of military logistics planning. The current CLOS site continues to present the product as specialist military logistics software developed by A-ICE.
Working with CLOS
CLOS is a useful example of the work involved when a highly technical product needs to be presented as a distinct proposition rather than simply added to an existing corporate website.
Creating the brand and dedicated website meant understanding information supplied by technical specialists and developing it into content that could be followed by people who did not necessarily share the same level of technical knowledge.
It also required maintaining the connection with A-ICE while giving CLOS enough independence to communicate with a different market. For businesses developing specialist software or other technical products, this type of approach can provide the product with its own identity and digital presence without separating it completely from the company behind it.
Frequently Asked Questions
Yes. A separate brand and website can be useful when one product has a different audience or level of complexity from the rest of the business.
The main benefit is focus, instead of asking visitors to work through a broader company website, the product can have its own messaging and visual identity built around the people most likely to buy it. This can be especially useful for specialist products that need more explanation or have their own marketing activity.
With CLOS, Sussex Web Designs created a dedicated brand and website within the wider A-ICE business. The same approach can work for other companies where an important product needs more room to stand on its own without becoming a separate business.
Yes. Technical businesses often know their products in great depth, but that does not always make them easy to explain to prospective customers.
Sussex Web Designs can work from technical information supplied by your team and develop website content that keeps the important detail while making the product easier to understand. The aim is to present it in a way that helps a non-specialist reader understand what the product does, who it is for and why it is relevant.
This is especially useful where engineers, developers or technical specialists hold the knowledge internally, but the website needs to communicate clearly with buyers, decision-makers or other commercial audiences.
Yes. SEO can support a new or specialist product website by helping search engines understand what the product is, who it is relevant to and which searches the site should appear for.
For specialist products, the opportunity is often less about chasing very broad traffic and more about targeting the specific terms potential buyers use when they are researching a solution. That can include product type, industry terminology and problem-led searches that connect directly with the product.
SEO is most effective when it is considered as part of the website from the outset, so the structure, content and individual pages are built around real search demand rather than added as an afterthought.
Yes. Sussex Web Designs can work with businesses in highly specialist industries where understanding the subject is essential before any useful website or marketing work can begin.
We do not need to become technical experts in the same way as the people inside the business, but we do need to understand the product, the audience and the terminology well enough to communicate it accurately. That usually means working closely with the people who hold the technical knowledge, asking the right questions and turning their input into content that a wider commercial audience can follow.
Our work with CLOS is one example of this approach. The subject matter was highly specialist, but the same principle applies to other technical sectors where complex information needs to be presented clearly without being watered down.
