Evolving a design language
The Multitude.com website is technically outdated. It is built on old, slow and inflexible CMS that is not supporting needs of modern digital company. The Multitude frontend has experienced 3 separate face lifts that has created inconsistencies in both the visual and written storytelling.
Task
Create a design language based on new brand guides, making it more modern and more attractive to their target audience groups.
Brand absorbstion
Concept themes
Client feedback
Developing their design language
Re-thinking
‘peaks & troughs’
3 key comments centred around conversations with 2 key stakeholders who asked if they’d be restricted image wise with such a narrow space for impactful imagery.
Taking into account the scope of this project: Who, how and how many images will be required – our clients are time-poor as a team and might not be able to commit to maintaining the look & feel.
I took their valid concerns and applied that point over my approach to developing their design language. Our major vehicle for ‘dynamism’ relied heavily on a double-sided diagonal mask shape – the peaks & troughs of the logo.
The evolved
design language
Refined & finalised design language
Design solutions
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Faucibus eget ullamcorper curabitur facilisi. Lacus in egestas felis, non arcu, felis sed pellentesque ullamcorper. Urna urna sed in dui sem. Vivamus pellentesque elementum volutpat imperdiet consectetur mauris..
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Faucibus eget ullamcorper curabitur facilisi. Lacus in egestas felis, non arcu, felis sed pellentesque ullamcorper. Urna urna sed in dui sem. Vivamus pellentesque elementum volutpat imperdiet consectetur mauris..
I took their valid concerns and applied that point over my approach to developing their design language. Our major vehicle for ‘dynamism’ relied heavily on a double-sided diagonal mask shape – the peaks & troughs of the logo.
Evolved look & feel
Defining the
component library
Design system
and component functionality
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Faucibus eget ullamcorper curabitur facilisi. Lacus in egestas felis, non arcu, felis sed pellentesque ullamcorper. Urna urna sed in dui sem. Vivamus pellentesque elementum volutpat imperdiet consectetur mauris..
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Faucibus eget ullamcorper curabitur facilisi. Lacus in egestas felis, non arcu, felis sed pellentesque ullamcorper. Urna urna sed in dui sem. Vivamus pellentesque elementum volutpat imperdiet consectetur mauris..
I took their valid concerns and applied that point over my approach to developing their design language. Our major vehicle for ‘dynamism’ relied heavily on a double-sided diagonal mask shape – the peaks & troughs of the logo.