Designing Solutions
The solution required a multi-faceted design approach. At the outset of this process, it was necessary to establish a set of parameters with which to conduct the research. Following the delineation of those guiding parameters, research was collected and ultimately used to prescribe the direction of the rebrand. Crafting new logo mockup iterations was the next step. The orientation of the logo and how the full form occupies space in different canvas contexts was of the utmost priority. After considering various design concepts, seeking feedback, and refining the approach accordingly, a horizontal, single-line orientation was determined to be the most efficient and responsive design solution, combined with the integration of the brand's distinguishing "leaf" iconography, to enhance the efficacy of the brand's evocation of exclusivity and desirability through its visual identity. I also recognized a need for a refresh of the color palette. I determined the palette was missing contrast and the composition was reading too earthy, rather than luxurious so we integrated a new supplementary color to incorporate that depth of color that would evoke a more sophisticated aesthetic. Typography, layout spacing and formatting, imagery, and messaging guidelines were also implemented based on the same considerations taken when redesigning the logo.
Upon internal approval of the renewed brand guidelines, inventory of brand assets was taken to identify which assets would need to be redesigned vs. recreated. The website stood out as the obvious top priority of the assets needing to be rebuilt entirely. Following a similar process of competitor analysis, creative research, prescription of the most adequate web builder to use for the rebuild, and multiple rounds of web design concept iterations, the new website was built, implementing new brand guidelines, a sleek design that utilized AI-generated imagery to overcome the absence of in-person photoshoots, and a new information architecture that more effectively communicates and encourages the desired navigation flow and experience of the site visitor. The website redesign was focused on mirroring the luxury and bespoke nature of the services offered as well as demonstrating an air of mystery and intrigue.