Late last year we decided it was time to create a fresh look and feel of our brand across all channels, including our website and social media. Reimagining the Research Retold website and its internal and external outcomes proved to be both exhilarating and challenging, especially given the limitations imposed by the pandemic. Our team had to remain flexible and adjust to remote work conditions.

First steps

I started by identifying the outcomes for this task, such as:

• Given the original site’s heavy use of images, what’s the most effective method for optimising images to improve SEO and page loading speed?
• In what format do the developers need my designs, before they start working on building the site?
• How can we precisely define the user journey and efficiently showcase our content and product offerings?
• Does the new wireframe highlight and simplify the services provided?

The creative process

The creative process at this stage is always enjoyably-messy. We started working on the new look and feel of the brand by creating some digital mood boards. As with any new piece of creative work, it’s best to start with a blank canvas and let ideas run wild. The approach involves exploring new outcomes alongside some existing, key elements. While I received guidance from Mihaela regarding elements she wished to retain from the old branding, I also ensured I present alternative options.

Here are preliminary mood board images from the early stages of creative exploration. Along with some early logo development outcomes, as I this was all part of a larger rebranding project.

Branding concepts

Initial Logo concepts

Final Logo outcomes

Once we were happy with the direction this was taking I stress-tested the creative concepts look-and-feel, by putting together a practical outcome that we would send out to a prospective client. Below is the practical outcome, resembling a speculative proposal, designed as a template or reference for the new brand.

This use of ‘colour’ and ‘shapes’ would later form the ‘brand guidelines’ and new brand ecosystem.

The new logo

As I progressed through the remaining brand materials like the website, marketing templates, and brand strategy, I also focused on developing the overall brand logo and logo mark. The logo held significant importance for Mihaela, necessitating numerous meticulous iterations to ensure it perfectly represented the brand. We opted for a richer, bolder orange to infuse the brand with energy, while adhering to current accessibility guidelines for readability. Combining Serif and Sans Serif fonts reflected the evolution of research into a modern visual language.

Logo Architecture

The new look!

Working on the new brand aesthetics in conjunction with the logo enabled a holistic approach. This allowed me to align all elements, resulting in a brand that truly embodies its entirety. This synthesis is reflected in a comprehensive brand guideline, which will be shared with the team and any third parties involved in internal branded work.

Remodelling the website

Creating the new website wireframe was a swift process. Initially, our plan was to retain the original page content while incorporating the new branding. However, after conducting the first website audit, it became evident that the original site lacked user-friendliness. So, we revamped the wireframe for a more streamlined approach, integrating the new branding elements and colours seamlessly.

The tools

Opting for industry-leading UI/UX tools, I crafted the new wireframe. Using Figma, I developed the website’s foundational elements, including buttons and typography, forming a cohesive ‘design system’ for more consistent construction of the website pages.

Redefining the user journey

We leveraged extensive theory and client research to ensure that any modifications to the new site enhanced navigation and showcased products and services effectively. Collaborating closely with Mihaela and her team, we organised the business’ core products. We initiated the “website reshuffle” by evaluating Research Retold client feedback and requests. Following analysis, we categorised the core products and services into three clusters: ‘services,’ ‘workshops,’ and ‘resources.’

What we learned

Rebranding is hard work. It does not only involve the looks of a project, but also a reevaluation of how the users or customers interact with your business and its offerings. Here are some of the key things that we learned and recommend you consider if you want to rebrand your project website.

Before rebranding:

Re-evaluate the brand

• What does the design convey?
• Is that the message you want to get across?

Do an audit of the current website

• What is the user journey?
• Is it easy for your audience to understand what you do?
• Is it easy to access the services and products that you offer?

While rebranding :

Creating a new brand

• What do you want to preserve from the current branding?
• What do you want to change?
• Do the logo and colours pass accessibility tests?
• Does the new design convey the message you want to get across?

Re-organising the website

• What do you want the user to experience/find?
• Is the new journey user-friendly?
• Does it include all the information you want to share in an easy-to-navigate way?
• What do you need to provide the site developers with so that they can start?

Thank you for following our journey! We are so happy to be able to now share our new brand and website.

We hope you find these tips useful, please let us know in the comments what other struggles you face and how you overcome them.

Many thanks to our Research Communicator, Phebe Bonilla, for writing this blog post.