Role: Graphic/Web Designer & Creative Manager
Duration: 24 Weeks
Tools: WordPress, Figma, Adobe Illustrator, Adobe Photoshop
Team: Business Development, Service Managers, Senior Leadership and Marketing
Overview
As part of a strategic initiative to modernize and unify its brand presence, the organization undertook a comprehensive branding update. This effort included refreshed print collateral, updated letterhead, new business cards and envelopes, and a complete redesign of the company website.
The Challenge
The existing brand materials were dated and inconsistent across channels, while the legacy website—built on an HTML5/CSS platform—limited updates to a single developer. This created bottlenecks, slowed response times, and restricted the ability of the broader team to manage digital content. Additionally, the site lacked the depth and functionality needed to highlight all 14 service lines, share thought leadership content, and tell the organization’s story.
The Solution
The rebrand was rolled out across both print and digital channels for a cohesive, modern look and feel. Print collateral, letterhead, business cards, and envelopes were redesigned with updated typography, layouts, and a fresh color palette that reinforced the brand’s identity.
The website redesign was a more extensive initiative. I led the design process and development, which is outlined below.
Website Design Process
Target Audience for Website
Primary Audience
- Commercial Developers
- State Departments (NC, VA, WV)
- Private Developers
Secondary Users
- Residential Developers
- Other Design and Engineering Firms (Sub-Consultancy)
Design Process
Research
- Internal Usability Study: Prepared 15 interview questions to utilize during the internal usability study for the website and conducted a brief 5-question usability study for the branding based on ease of use.
- Competitive analysis: Reviewed 6 design and engineering firms with a local presence to understand how their branding and website were both used and how they blended.
- Findings: Internal users found it difficult to edit the templates for the letterhead and suggested an easier format to use. For the website, several users requested visual cues for interactive elements within the portfolio, history timeline, and homepage slider.
Wireframing & Low-Fidelity Prototypes
- A prominent slider on the homepage and large images related to the service on the individual service pages
- A filter on the portfolio page for projects
- Project detail pages that list services provided, photos, and a description of the work
- Contact page that included department leads
Visual Design
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- Color Palette: Variety of blues and grays with a dark, medium, and light option for each
- Typography: Oswald for headings and Open Sans for copy
- Iconography: Stroke only icons and graphics using the color palette
- Imagery: High-quality project and employee photography
Outcome
The updated branding package was successfully completed and rolled out across the firm, culminating in company wide presentations to introduce the refreshed identity. The initiative included new marketing materials, updated brand elements such as letterhead and business cards, and the launch of a redesigned website, ensuring a cohesive, modern brand presence across all channels.