We rethought the narrative to elaborate on the shift in the model of positioning smartShift as an emerging technology partner. The primary focus of the design system was to present a visual identity and brand communication consistent with the core branding but, at the same time, current and contemporary. However, the biggest challenge was to retain the existing brand guidelines and build on top of that.
We designed a new visual language for smartShift. Using a fresh colour palette, we tried to keep the website’s look modern but at the same time aligned with its values. We also used a geometrical Sans Serif typeface to ensure the website looked relevant and complimented the aesthetics distinctive of an IT company.
We have incorporated a minimalistic approach to the design with ample white spaces to make the website visually simpler and lighter in tone. In its approach, we have tried to keep the style neutral to make it easily appealing to the mass. Using soft shadows, we elevated the design elements and added a bit of dimension to them so that it does look flat. We also brought in a consistent illustration style and an icon library that could be used in various collaterals, making the communication more friendly.
Rather than having only static elements, we introduced micro animations in certain places to make them lively and dynamic for better user interaction. We also introduced a card layout in order to keep the design uniform across all devices. The idea was to de-clutter the existing website and make it more accessible.
We have incorporated a minimalistic approach to the design with ample white spaces to make the website visually simpler and lighter in tone. In its approach, we have tried to keep the tone neutral to make it easily comprehensible to the mass. Using soft shadows, we tried to elevate the design elements and add a bit of dimension to them so that it does look flat. We also brought in a consistent illustration style and an icon library that could be used in various collaterals, making communication friendlier.
We also ensured the website was responsive across all devices for a seamless transition. The end result was a modern website that was worthy of a leading IT company.
