The
Challenge

NDVR had gone under the radar for several years to build out their offering, test, and to ensure a smooth rollout of their brand. I was brought in at a juncture where they just rebranded and needed design support for building out their website. A few key issues cropped us as the project progressed. The illustration style provided by the rebrand at first seemed perfect but ultimately was unable to convey meaning the client increasingly needed. Both visuals and narrative of their site needed to evolve.

The
Process

We started with the questions. What about the current style doesn’t fill your needs? What about it does work well for your brand? etc. The more I learn about the “why” upfront the more focused I can be during my exploration. We narrowed it down to a word during out conversation: elegance. The current visuals spoke to pattern, data visualization, and rigidity but were missing some elegance and could feel somewhat cold. From there, I did some art direction and put together different ways the visuals could go in tandem with redesigning and expanding the brand to the website.

The
Results

We moved forward with a direction centered on using textures to bring a human touch into the geometric nature of the original style. By resolving the brand’s visual needs, the digital experience benefited greatly. After finalization of visuals, the web development phase began to wrap up and move into QA. Here I partnered with engineering to make sure responsive was working across the breakpoints and to address any issue with accessibility that may have cropped up during the sprint.

Project
Summary