User interface (UI) of websites for all screens and style guides as a basis for a design system which incorporates the branding's look and feel.
The look and feel of a website can be as simple as providing color and fonts from branding, but it’s so much more. Is the spacing wide or narrow? Are the headings bold or light? Are there blocks, lines, curves or other key graphics involved? Translating branding from a few key elements into structure of a website is an interesting exercise that can provide the client with many options. I tend to create several and then reduce them down to 2 or 3. Pairing opposites help to gauge the clients reaction to one style or another. Finding the balanced middle ground is the rewarding goal.
