Pixipod

Starting with the logo design I gathered some internal feedback on what the team thought it lacked. The general feeling was that it was "ok", but ok isn't enough. We needed something modern, with visual elements that could be expanded to create a visual style across branded elements. The previous monochrome variations were felt to be too simple and plain which caused issues when building unique, uniformed assets.

Despite the limitations around the old logo, I also needed to be mindful that it had become recognisable to hundreds of clients and was used across uniforms, business cards, social media content and much more. A drastically new logo could create brand confusion, so I wanted to keep some legacy elements that could help the audience retain some familiarity despite the change.

With this said I chose to keep the structure of the logo, keeping a lowercase word mark placed within a circle, opting for a font change to add a modern aspect to the brand's personality. I also introduced a range of colours to expand on the monochrome pallet, with accent colours that highlighted elements that could be experimented with and included across other assets.

Tackling the website was another design issue that needed careful consideration. Before it was reworked, the website stood as a dormant platform for the business, with outdated content, no consistent structure and an offering that didn't align with the new nature of the business.

We found some of the main pages, the home and the product page, for example, highlighted key issues in content structure and the presentation of information that would be valuable in converting leads. Amongst those, the lack of personality across the legacy felt completely out of synch with what we were doing with the branding elements, another big issue we had to address.

In order to fix this I began by wire framing the layout of the new site, with careful consideration to the way in which content would be structured. I isolated content areas and, in doing this, was able to put together a preliminary design system in Figma, which I used as a UI audit to highlight the reusable components that needed to be designed and incorporated into the layout of the new pages.

The two wireframing and auditing phases allowed me to power through the high-fidelity designs of the pages. Having known exactly what elements needed to be designed and what purpose they served, I was able to justify aesthetic decisions so that they aligned with the new goals of the website.