First things first—the brand identity
Like any brand out there, it should know what it does, how it does it, and to whom. So once we cleared that out with Drew, I warmed my seat and designed a logo alongside a brand identity that not only shows the dos and dont‘s of the logo usage but speaks about the brand attributes and the audiences.
Illustrations to the rescue
The language used on the website was very technical, even for tech-savvy customers. So, I called my Lithuanian collaborator, Gintare, and she helped me translate a few technical concepts into line-based illustrations.
This was crucial so that if a concept explained verbally is vague to the left hemisphere, the right hemisphere could get it from the visual metaphor depicted in each illustration.
Mobile-first approach to website design
Drew shared analytics from the previous website that quite enough visitors come from mobile devices. Therefore, it doesn’t take much to figure out that designing the mobile screens first would be a wiser choice. However, some of those illustrations were quite complex, and I needed to make sure all those thin lines were visible on a narrow viewport.
Continuous design iterations
As Drew’s business was trying to conquer a niche over the next few months, I was constantly on the call to make the necessary website adjustments so that his pitches matched the website content. Truly a pleasure to work with clients who understand that a website is never done.
