Challenge

The opportunity to create a new product signified a new direction for the company. This needed to be reflected in the new design whilst having a familiar look and feel.

With no digital guidelines in place the starting point was identifying the products design direction. This was done through a brand refresh where the challenge was to not allow it to turn into a full rebrand exercise.

Brand Exploration

During the discovery phase I started by analysing the brand. By gathering brand assets I could identify key areas to be developed and established as design foundations.

The current logo was a difficult asset to work with since it wasn’t clear what it actually represented. Since the Gamma symbol isn’t familiar to most and has no real significance to the brand I was granted time to explore other options while the IA was being developed.

To keep the brand familiar I looked to rejuvenate the colour palette and create a clear distinction between the triad of colours.

Logo Identity

As I explored different directions the concept of an aperture emerged. The idea of movement and focus became a suitable metaphor for how the company’s analytics worked.

UI Development

As the IA began to take shape I moved on to exploring data visualisation options and the structure of the UI. It was important to work in parallel with the IA in generating and refining the solution.

The craft came in creating a well balanced design where form and function worked hand in hand. With this being a financial tool the design had to be careful not to break standard design conventions such as indicators and error states.

The design needed to be very thorough since certain elements have many interactive states. Again the craft came in paying very close attention to detail.

Deliverables

After developing the UI I revisited the branding and developed basic guidelines as an add on to the final deliverable. I also looked at brand collateral to give a taste of how the brand could be later developed.

Finally we delivered a new product and refreshed brand with a unified cross platform experience.