Pivoting the brand in a new direction through digital transformation
Identity + Website View live website
Introduction
Scientia is a digital-first consulting firm that helps financial institutions to better understand their customers’ digital banking needs. With their suite of products and services they help with design, development and delivery of digital experiences that transform customer experiences.
My role was to pivot the brand in a new direction with a revitalised visual identity and flagship website focused on building the brand from the ground up.
Experience first, banking second.
Simplicity and differentiation were the foundational elements of the creative vision for the company’s rebranding. Scientia strives to break down convention by offering a new vision for digital banking coupled with steadfast expertise, these values were embedded in my creative approach.
The identity, content and digital presense were connected through utility and creativity, speaking directly to there core audience.
Engagement model to foster strategic exploration.
When the front stage of user experience requires a collaborative effort to weave the end-to-end experience throughout touch points; team alignment on a single vision can be established early with facilitated team-based design workshops.
The design workshop sets the scope for the work and expectations for how teams will address the work ahead.
Splitting into small teams, high-level, end-to-end user flows were defined using a series of facilitated brainstorming exercises, convergent and divergent thinking explorations.
Driving value with a timeless icon.
When striving for iconic design the simplest solution is often the most effective. Combining simplicity with a respect for tradition along with distinction enables a design that is enduring and recognisable for the years to come.
The final symbol worked effectively across Scientia’s existing channels and its form was interchangeable to represent other service lines.
Complimentary, consistent and continuous.
As a starting point, I organised the content in the same way in terms of information architecture across all devices for easy browsing and orientation. In most product ecosystems, it’s necessary to integrate more than just a single approach in order to meet user’s needs across distributed contexts.
Content structure was adapted across mobile, tablet, and desktop, ensuring the content served all user types.
User first design and content strategy.
Positioning and selling a digital product requires the process to be broken down into smaller steps for customers to immediately understand its value.
The product pages celebrated the power of Scientia’s novel technology, and set a clear art directive for how content was delivered.
Using progressive disclosure the sophisticated processes were made simpler than they actually are.
Setting the creative standard.
The digital experience is informed with carefully crafted elements that make up the blueprint of the brand. Details are always as considered as important as the big picture concept.
The style guide instructed internal teams how to use, interact with, and manipulate brand components to tell their own stories.