Information Technology Identity Refresh
Situation: As a technology and transformation leader at the company, the Information Technology & Data Analytics (IT&DA) team had more than 150,000 stakeholders relying on them for service desk support, information security, and hundreds of web applications. The organization had multiple websites for each of these areas, but no real hub to connect all of them.
Approach: Our Digital Media Services team partnered with the Office of the CIO to develop a narrative and web experience we thought might connect these disparate products. We started with identity exercises to help define a unified design language for the new identity. This included everything from choosing colors, imagery, textures, iconography, and even the copy used throughout the site. We sought to mirror so much of the transformative work happening at the company by blending the digital and the physical throughout the site. We tested our designs with stakeholders from all over the company, refining the experience until we released the update.
Outcome: New monthly web visitors went from a few hundred in February 2023 to 4,000 every month since, with average engagement time per visit going up by 80%. Qualitative feedback from the new identity and web experience has been very good as well, with users commenting they like the simplified layout and more modern and custom graphics.
We spent a significant amount of time interviewing users of the old site, researching what content was still needed and what could be replaced. The new design was much easier to navigate as we removed at least 50% of unnecessary content. It was clear the old site design didn’t target any particular teammates; it was designed for “everyone” which meant it was full of too much information and no specific logical flow.
The original version had a treatment similar to the montage shown above, with a custom 3D render blending the physical and digital “worlds.” I’ve done enough work for large corporate projects to know there is always an expected stakeholder or two with an additional constraint to throw in the mix. We had a change of leadership in the middle of the project and the new director wanted to change the colors. I made the hero image in Cinema 4D to accommodate situations just like this one. Thanks to all of the textures being procedurally generated, I was able to modify the entire website in a matter of hours without having to change the idea.
Responsibilities: Creative Direction, Copywriting, Graphic Design, Web Development
Technology Used: Maxon Cinema 4D, Redshift, Adobe Xd, Illustrator, Photoshop, Microsoft Visual Studio, JQuery, Bootstrap 5, HTML5, CSS, JavaScript, Google Analytics
Disclaimer: While the case study is true, the visual content shown on this page is for illustrative purposes only. This is not the actual copy and imagery used on the project. Everything shown here is created by (or licensed to) me.