Filter Agency Website
2018
UX Visual Design Consultant
Project Duration: 6 Weeks
Roles
Wireframes / Layout Design
Art Direction / Brand Design
Illustration / Graphic Design
Presentation
Dev Production / Redlines
Armed with a new marketing strategy to reposition the messaging to be more client-focused, Filter sought a full redesign of the company website. As UX/Visual Design consultant, I was hired to provide layouts and update the brand visual language.
My involvement
I worked closely with Filter’s Marketing Director to fulfill the agency’s new initiative, involved in each phase of the design process, responsible for building the wireframes, designing the graphic layout, UI, and illustrations.
I presented concepts to the Filter stakeholders at key milestones. Also involved in the development phase, I assisted the developer with redlines, fine-tuned art direction, and production of assets.
The Challenge
It’s said that “content is king”, and there was an abundance prepared ahead of my arrival to the project. However, the copy-heavy content risked overwhelming users, and thus would require me to make careful layout decisions to ensure the messaging is was scannable on all screen sizes.
My solution was to pace the content by establishing a visual hierarchy using thoughtful typography and a healthy dose negative space, then punctuate the UI with graphic elements such as helpful navigation, pull quotes, illustrations, and color.
Wireframes
An Inspired Mood
Filter’s brand voice has always been full of personality—inspiringly fun, creative, yet ever professional. In contrast, the visual style was controlled, limited, and little to work with… an all-caps logotype using a single primary color.
I was granted complete creative freedom to art direct a visual style that expressed Filter’s unique personality. It was time to go bold, stand out, and be exciting!
In my exploration I sought contemporary visual trends that intuitively felt like an extension of Filter, and assembled them into a mood board of playful hues, graceful color transitions, and mod illustration styles. Selectively juxtaposed, an original voice began to emerge.
