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Digital i needed a new website that reflected a more refined and established brand presence — one that would position them ahead of the competition while providing a modern home for their valuable streaming data and insights.
For this project I took a phased approach where I prioritised rapidly producing a new information architecture and wireframes to help the team to visualise and make decisions about the content structure.
This was crucial for two reasons. First internally they were in the middle of tough discussions around brand messaging and product strategy. Secondly they needed to enlist the help of a copywriter for majority of the website, who needed to work simultaneously with the design and build. So we needed to get website structure and message nailed very early in the piece.
With that phase complete it became very easy to move into visual design. I took inspiration from parts of the previous Digital i branding but sought to refine and simplify the visual style into something more coherent and easy to use and recognise.
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The final design presented a complete evolution of the Digital i brand. It introduces a new, reduced colour palette with a more robust system for usage.
I also expanded the visual identity by introducing a graphic system of stacked shapes which animate to bring life and character to the brand.
The final website was built on Webflow, utilising global components and templates to make content creation and management effortless for the team.
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The response to the new website and new brand look has been overwhelmingly positive, and myself and the client team are very proud of the final website.
I sought to surprise and delight the client at every step of the process. My expansion of the visual identity and attention to detail went beyond what they expected from the website project, and it has set the Digital i visual identity on an exciting path for the future.
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