Envysion is a software company that provides cloud-based video surveillance solutions and audit programs to chain store operators in the restaurant and retail industries. After two years of dust settling on their sorely unmaintained website, envysion.com was ready for a facelift—big time. Not only was their current website difficult to navigate and failed to effectively communicate the value of their brand and products, Envysion had recently established a new brand position and product names which needed to be showcased in the redesign.
OVERVIEW
The most amazing part? Our team successfully completed the project by nimbly managing it in-house and at half the budget.
As the Creative Director on this project, I focused on both the user and brand experience. I wanted the website experience to feel like the user experience in the Envysion application– intuitive and engaging. Through the combination of UX and design, I also sought to humanize the brand.
Project
Branding, Strategy, & Website
Client
Envysion
A User-Centered
Approach
There are a number of challenges that come with designing a website for a software company that provides a complicated product offering for four highly-specific, but unrelated verticals. In order to determine the goals and objectives of the project, we first asked ourselves some key questions:
- What are the emotions and behaviors we want a visitor to experience upon visiting the site as a first point of contact with the brand?
- What are our visitors trying to accomplish when they come to our site?
- How can we make their web experience as quick, easy and intuitive as possible?
- How can create experiences that engage and nurture visitors from each of our uniquely different industry audiences?
Establishing a Brand-Based
Visual & Cultural Vocabulary
In efforts to humanize the brand and ultimately build a deeper connection and sense of trust with users, I carefully selected photography that was crisp, clear and grounded in reality and expertise. I wanted the images to reflect the people we serve. I also chose to switch up the brand’s color palette– I moved away from the software-focused bright blue and made orange the primary color. Lastly, I wanted to make the user experience more engaging so in addition to using various types of content (i.e., video, gifs, flip boxes, icons, etc.) throughout the site, I seeded the key pages with small surprises (playful .svgs) to make the user stop and smile.
BRAND STYLE GUIDE
TYPOGRAPHY & COLORS
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Open Sans
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Lato
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Montserrat
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What We Delivered
Gone are the days of envysion.com site visitors leaving befuddled and confused about who Envysion was and what solutions they offered. Now that the redesigned website features the company’s new corporate brand position and product names, understanding Envysion’s unique value is much simpler. This improved messaging combined with content-specific calls-to-action resulted in a significantly increased quantity and quality of web leads.
