Objective: Create a mutual base understanding of the business, needs, and goals—uncovering problems.
Deliverables: Due to time urgency and resource limitations, no deliverables were created at this stage. I worked with Kelly Mao, the Los Angeles Branch Manager, and a few other key employees of the business to carry discussions through phone and email to identify the company's highest priority needs and goals.
Result: For this particular project, we identified that the company had outdated marketing materials and needed a brand visual refresh, but was restricted from logo changes.
Objective: Develop a style guide of visual elements that support the current logo.
Deliverables: With some additional research into competitors, industries, and inspirations, I curated a collection of visual elements that includes a lighter blue color palette, cityscape photography, and 3D graphics.
Result: The style enhances the brand visual refresh by lightening the overall tone with more imagery.
Objective: Help the company adopt and enforce the new style when attending international meetings and conferences.
Deliverables: I redesigned the brochure booklet, conference booth displays, report covers, invitations, email signatures, and digital assets.
Result: Leadership was happy with designs and the materials helped lead to increased engagement at conferences.
Objective: Redesign website landing page to not only implement the new style, but also encourage user engagement through a revised information architecture, clear call-to-action buttons, and simplified user flow. The goal was increase delight and also reduce the amount of clicks users need to access key actions, links, and information.
Deliverable: I created wireframes and a high-fidelity mockup for the homepage of the website.
Result: The company was soon acquired by SEKO Logistics, so the website redesign was halted and did not move past mockups.