For this project, I formulated new designs to replace the existing web presence for a local builder. However, I wanted to step beyond the graphic design need to obtain a true understanding of the client’s long-term business vision and then work backwards to make the web presence reflect that vision.
Prior to this engagement, I had read Marty Neumeier’s Zag book series, which highlights the need for organizations to truly differentiate themselves in order to achieve long-term success. I took aspects of Neumeier’s work and combined them with my own ideas to map out a high-level strategy for Ransone Builders. This strategy was centralized around a forward-looking client testimonial and worked backwards from that point to define the message: In essence, what do we (collectively) need to do to ensure the client is satisfied?
Once the testimonial was defined, I then proceeded to call out words that described not only the Ransone customer but also Ransone Builders by asking, “What are the themes that resonate across both players?” This combined exploration allowed me to think about the emotional element that the brand design needed to convey.
Once the themes were defined, I then proceeded with the graphic design. Since the builder had shared photographs of past work, I combined these in a unique but modern way to show that he and his team possessed valuable experience while also permitting visitors to click on each image to see the project results.
Unfortunately, the builder was ultimately unable to pursue the project. Still, I learned several key principles from this engagement: Solid graphic design can come from unexpected places, and understanding business strategy and direction is central to developing an effective brand strategy.
Copyright © Adrian Daniels, 2004-2018