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 authenticity were the core attributes 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 presence were interconnected through these values, giving the company the means to continuously engage their core audience.
Engagement model to foster strategic exploration
Team Workshops + Participatory Design
Translating brand ideas into customer value
When the front stage of user experience requires a collaborative effort to weave the total experience together; team alignment on a single vision is is important to establish early-on. Collaborative workshops allowed the team to explore decisions around the brand and the delivery of value through services, ensuring the decisions were outcome led.
The framework (by Patrick Newbery) consisted of multiple value-based criteria that was used to inform platform features and helped guide the team towards creating real value for customers. Splitting into small teams, high-level user flows were defined using a series of convergent and divergent brainstorming exercises in a linear format beginning with the ‘brand concept’ as the foundational idea.
Creating touch points using brand insights
A brand attribute matrix was devised through stakeholder input which helped guide the service development process. This helped bridge the ‘why’ and ‘how’ at the intersection of business and design. Insights were then mapped in a linear fashion to establish platform touch points which helped enhance value and communicate the unique character of the brand.
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
Brand Guidelines + Documentation
The digital experience is informed with carefully crafted elements that make up the blueprint of the brands architecture. Details are always considered as important as the big picture concept.
The guidelines instructed internal teams how to use, interact with, and manipulate brand components to tell their own stories.