Providing the complete visual branding of a technology company creating an environmental risk management platform with an appeal to both executives and engineers.
While CivicConnect was transitioning into Insight Terra, I worked on the branding of the new company. Then, as Senior Visual Designer, I created all the materials in the new visual identity, including an branding style guide, a marketing website, all print collateral, and any other design templates that were needed. I eventually expanded the website to include a blog and news section that connected to a social media and SEO strategy.
A lot of the leg-work for the discovery phase of this project was already done, so I performed an analysis and consolidation of all the findings. I did work on researching more about the primary target audience, the mining industry.
While the company, Insight Terra, was engaged in growth, I jumped right in by analyzing documents and presentations prepared for investors. Then, I consolidated the information into a conceptual statement utilizing 6 key questions: Who, What, When, Where, Why and How.
For branding, I used an exercise called design mapping, to track the behavior, style and voice.
I referenced and expanded upon the provided Competitor Analysis spreadsheet for both inspiration and the understanding a user’s mental model for navigation styles and terminology. I also looked at other industries that had a similar marketing concept to help provide the proper wording for marketing headlines and concepts.
Insight Terra used the agile approach in all aspects, so I would be doing continual research into various industries, and began compiling User Personas into a reusable document template for the product team.
In order to gather content for the website, I guided the team using example page layouts with filler text and images, but actual suggestions for content headings, which helped to spur discussions and suggestions for content. Having a predesigned page also helped content owners to see how much content is really needed, with occasional reminders to keep it short and sweet.
A graphic representation of the sitemap and navigation styles helped the stakeholders see what content was key to marketing the product and the company.
As the site was being built, I created a shared spreadsheet for continuous updating and tracking of all sections on each page that needed review, design, or other improvements.
After a few scratched out wireframes on scrap paper, I put together a low fidelity mockup of some ideas. This provided a basis for finding a Webflow theme that would fit our branding style with minimal changes.
The main UX challenge was providing design layouts without content. Using the competitor research, as well as some recommended websites, I gathered some common page layouts. Even the wrong layout helped to encourage discussions and decisions on what content was really needed.
The branding of Insight Terra was an opportunity to design a logo geared toward and based on the mining industry, but generalized enough to expand to industries where nature and machinery converge. I used design mapping from the Discovery phase to help create a moodboard and color schemes. The logo mark itself would be more difficult to create.
Using inspiration from nature's engineers, bees , a structure of hexagons would be created and various shapes and styles were explored. In the end, the logo's shape would represent both "sight" from "Insight" into data provided by the platform (product), and a view of the Earth (aka "Terra") from satellites, a key component of monitoring technology in remote areas that sent data into the platform.
The website was requested to be built in Webflow so that the IT and development teams could focus on the platform. During a trial-by-fire learning curve, I updated the design and branding of first, hastily-built website. I cleaned up the spacing, updated and added a few graphics, and made sure the site overall was usable to ensure that the brand showed trustworthiness.
The next iteration of the website would be built on top of a Webflow theme. Using my unique skill of deciphering and understanding other people’s code (or in this case, theme), I was able to review, update and expand on the theme so that it matched the branding of Insight Terra, and the requirements of stakeholders. I easily created new section or page prototype designs for the team to review allowing for quicker decisions.
Aside from the website, I was in charge of designing all marketing collateral, including business cards, flyers, and templates in Word and PowerPoint. I created presentation templates for bilingual content, as well as making sure designs could be translated easily into Portuguese, Spanish, or Russian. I created digital graphics for ads at conventions, social media posts and blog articles.
I also had the opportunity to provide valuable brand feedback (colors and fonts) for the first video promoting the platform by showing the need for proper tailings monitoring technology. While I didn’t create any of the amazing 3D graphics, I did provide UI design feedback of the animations and typography. I even researched and provided music clips that were used in the final iteration of the video, which can be found on LinkedIn and YouTube.
The InsightTerra.com website was built in Webflow, which meant that very little coding was needed. I still set up the collections, which were the basis of the dynamic data on the website, and I understood how to create classes within the Webflow content management system. I integrated two JavaScript plugins: the language translation tool, ConveyThis, and the cookie consent bar by CookieScript as required by the UK GDPR.
While most of the coding is done by the Webflow platform, there were a few times where I needed to hand-code some responsive HTML and CSS. I created email templates for the platform, an email invitation for a reception at the South Africa Mining Indaba in 2022, and I built a landing page for CivicConnect.com.
Webflow also made it easier to keep track of any web accessibility issues such as alt text and heading structure.
Before launching, QA is necessary, but unenviable task. I worked with a wonderful project manager on tracking issues with the QA team, and scheduling alpha and beta testing. Once the website was up, I started working on some of the marketing collateral to lead people to the site, including modifying business cards with a QR code.
Post launch, I created a social media and SEO improvement strategy based on the guidance from Ecosse64, which included building and creating content for the blog and news section on the websites as well as posting articles on LinkedIn.
My experience working on large, complex websites such as 511.org and the Port of Seattle helped me to create a structure that linked the new blog and news articles with current case study and sector collections.
I increased our visitors to the company’s LinkedIn page by 300% in one month after setting up the company’s LinkedIn page and posting content to lead users back to the website.
