Product: Allied Telesis
The Brief
Rebrand and redesign Allied Telesis's current website. Allied Telesis is a leading global technology firm. They serve customers globally in the education, enterprise, and government markets, among others. Branding is a vital part of any company's digital presence. They sell a wide range of IP networking equipment made by its parent company. Products include media converters, multi-access platforms, network interface cards, routers, and switches. It also offers network software and wireless equipment.
I worked directly with the VP of Marketing, Director of UX Design, Senior Content & Creative Manager, and two software engineers to produce a new brand strategy. We created a user friendly architecture for products and services so they could be displayed at the forefront of new and emerging technologies.
From icon design, hero and slide image development/design, wire framing, choosing the visual layout, creating infographics, and other branding material, I used user-experience enhancements and front-end web development to help launch the new company website.
Newly launched website can be seen here: http://www.alliedtelesis.com
Wide range of colors and tones leaving the viewer feeling no balance or harmony.
Drop down menu bars were two toned forcing the viewer to adjust their eyes which can be straining. Color choices did not compliment the overall website.
Also change in color is not explained or easy for the viewer to understand.
Systems used:
Sketch
Adobe Photoshop
Adobe Illustrator
Drupal
UX Methods used:
Research
Comparative/Competative Analysis
Site Map
Userflow
Visual Design layout
Out-of-date
The psychology of visual design can be complex. Our brains have a subconscious level of reaction to certain visual experiences
The trick with making visceral reactions work in visual content is being aware of the feelings that your images and video evoke
The current website was outdated and needed to be modernized in order to look professional, stay current at a higher level in a competitive market, and simplify and focus the company message.
With new products, customer base changes, and technology advancements the technology company decided it was time for a rebrand.
Iconography
By creating custom iconography to the website it upgrades the professional appearance and make it easier to get the organization noticed by the right people. Creating these visual images and symbols consumers can easily interpret and identify key features. I created the concept, design, and harmonious lines that were freshly designed for the new website to reflect the great work the company does.
Competitive/Comparative Analysis
If you feel like your website and brand are decades behind your competitors, look at what they are doing right. Then find your own unique way to take the best ideas you find and make them your own.
Quantitative analysis is much more frequently pursued than qualitative, and this is seen by the majority of comparative studies which use quantitative data.
Here I styled large amounts of data in a condensed layout while making it visually pleasing.
In this layout you can view the differences between two or more products. Users can then analyze the differences between the products and make an informed decision.
Content Management
Core messaging can be hard to decide upon. By following the companies mission and vision we made sure that a foundation was in place before deciding on images and content copy.
There is a lot of pre-planning and execution needed from an SEO perspective to ensure a website retains the keyword rankings and organic traffic you have built up over time.
With the redesign you can see a clear hierarchy with the title at the top and clear sub head underneath in a different heading size. Following our new style guides I created a hero image be located in the background to add depth to the page and make the content stand out more on the page.
The color palette is now harmonious and adds a good balance to the website. Typography is now readable even at a small size.
Infographic Design
Infographics can easily catch your targeted audiences attention. Businesses who get the most value from infographics are those that see them as part of a wider strategy to support search visibility. This highly graphical visualization tool is an innovative way of displaying content that can attract the attention of your targeted audiences and be easily understood and digested by them.
I created this infographic from a word document of statistics and combined innovative design elements that will now give the audience an awesome visual experience. The color palette was chosen to follow the look and feel of the Rio 2016 Olympics, and icons were created to match and compliment the topic.
"90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. "
- Sources: 3M Corporation and Zabisco
Designing for all devices
Updating your workflow for responsive web design starts with rethinking your design process.
Creating static desktop-centric comps in Photoshop, dumping in some placeholder Lorem Ipsum text, and then presenting those comps to a client for their review does not work well in responsive environment because those static design do not show interactivity or the way the user experience will change for different screens.
With the new branding styles you can see a more clean and clear layout with complimentary color palettes and typography. Each element was designed to harness the modern appeal of minimalist user interfaces and allow the user to feel comfortable. The consistency with our style choices throughout the entire website is a stark difference from the original site.
