This project began as a web design assignment for a client with an existing logo. Over time, it evolved into a comprehensive brand expansion, supported by user research and a full website buildout. The result: a happy client, smooth collaboration, more project opportunities, and invaluable professional growth.
Research
The project kicked off with an in-depth research phase, which began by reviewing and synthesizing survey data collected by the client. This data formed the foundation for understanding the audience, its demographics, professional characteristics, and needs.
We used this information to inform traditional UX methods such as Personas and User Journey, allowing us to make thoughtful, user-centered assumptions about key pain points and identify what should be preserved or improved.
With the audience defined, we explored the site’s functionality and future design direction. To guide our decisions, we conducted both Competitive and Comparative Analyses, studying best practices used by other service-based websites within and outside the industry. Additional methods in this phase included Sitemapping, Sketching, Wireframing, and Prototyping.
Brand Expansion
Although a logo was already established, our next step was to expand the visual identity into a full system that could serve multiple touchpoints, including the website.
The mark was refreshed with an updated typeface and supported by a new color palette, texture system, iconography, patterns, and typography guidelines, resulting in a cohesive and versatile brand.
Web Design
Finally, we applied the research insights and expanded brand assets to design and build a website that reflects the organization’s values, serves its users effectively, and is poised to grow with the client’s future goals.