UX Design // Art Direction
Struggling with their online presence, the partners of Monolith investment approached me to audit and redefine their online presence. This process involved disecting their current brand values, look and feel, tone of voice and existing online communication platform. The results of this audit were the core of the main insights of this project which focus on the use of their current branding and adopting their key values. These artifacts were used to rebrand their current online platform to a copy-rich editorial experience, explaining the core values of Monolith
SHAPING THE BRAND AND LAYOUT
While auditing the current brand of Monlith, a few distinct characteristics came to the surface. When communicating their core values, Monolith tend to use the main shape of their brandmark as a container to highlight ambient imagery. By focussing on these shapes and their main brand color "Fiesta Red", Monolith tried to create an ubiquotus and recognizable brand. This gave me opportunities to start exploring several visual directions with a focus on these brand elements.
THROUGH COLOR AND TYPOGRAPHY
To define a iconic branding, I tried to use their existing main branding color of Fiesta Red and combine this with a cooler set of complementary colors. For these complementary colors I settled with Dark Ice and Gunmetal grey. These two grey tones would create a natural balance, balancing out the vibrance of the Fiesta Red.
For the typeface we tried to achieve a solid and sober appearance, but strong enough to hold the tone-of-voice without having to rely on extensive imagery. Therefore I ended up using FF Mark Pro as main font for both the headlines as body text due to his open but strong appearance and the big variation of available weights.
CREATING THE EXPERIENCE
DESIGNING, DISCUSSION, AND ITERATING
The creation of the experience was fully done in collaboration with the client, to achieve this workflow, both the developer and me worked in a quick, adaptive, agile workflow. Enabling us to quickly design, discuss and iterate during the process. These iterations helped us to push the quality and creativity of the project and push the boundries of the brief. Delivering a product exeeding the expectations of the client.
GIVING KEY ELEMENTS
A NEW PURPOSE
USING GRIDS AND LAYOUTS
Monolith is known by the use of it's iconic logomark through it's branding for print and advertisement. For me the challenge to extend the use of this logomark throughout the web experience. As a solution I tried to make the iconic shape part of the interface by combining it with the copy and context. This enabled us to tie the branding closer to the content and tone-of-voice.
SIGN, SEAL, DELIVER
SHAPING THE BRAND AND LAYOUT
During the process we've created a wide experience to tell an extensive narative about the Monolith team, their story, history and activities, but also to activate the user by informing them about how they can participate with Monolith or start investing by themselves. This process involved creating numerous custom assets and interactions throughout the project to enhance the experience.
The project is scheduled to be launched in Q4 2016