The approach

As is often the case, the visual identity guidelines were not created ‘digital-first’ so there were key elements missing, including use of motion and space etc. Before jumping into the UI, working with another designer, we recommended a short exploration phase to see how the new visual identity could best be adapted for digital.

This phase opened up our processes to the client and allowed us to work collaboratively with them. We defined visual principles around space, type, interactions and motion etc so the client was able to sign off on an approach before we spent too much time on the UI.

Once the client had signed off an application route we were able to proceed directly into the UI as high fidelity wires and a site map had already been produced. However, the UX phase had been completed a year earlier so we also made recommendations to tweak functionality and layout where it no longer fit with the look and feel of the brand.

As this was a large project with a short timescale that would overlap with development, I worked with another designer to share the load and bounce ideas off one another. We worked in short sprints to complete individual page templates which we sent for client and build review before moving on to the next one.

The solution

Our final designs blended the more corporate look and feel of o2 with the fresh and youthful energy of GoThinkBig through bold accents, typography, graphic devices, micro interactions and high impact use of brand assets.

Reflections

As the brand had not been fully signed off this was a delicate process, with much of it needing to be rolled back as the site needed to go live before the brand.

However, this was an extremely valuable project as it highlighted how design principles can be used to make a visual identity work harder online and open up the design process to the client increasing their engagement.